Typologie chování spotřebitelů na trhu doplňků stravy

Abstract

CHUCHROVÁ, Kateřina. Typology of Consumer Behaviour on the Food Supplement Market.. Ostrava, 2014. 84 s. Diploma thesis. VŠB – Technical University of Ostrava, Faculty of Economics. The introductory part of the thesis is devoted to the characteristics of the market of dietary supplements and prescription medications. The next section describes the existing knowledge of consumer behaviour that relate to the decision-making process of consumers purchasing process models, factors influencing the buying and consumption behaviour and especially are given different typologies of consumers in terms of purchasing behaviour. In the practical part, through a questionnaire survey was to uncover the real attitudes and opinions of consumers on dietary supplements and OTC drugs. Using statistical methods, was carried typology of customers in this market. Based on the similarity of the analysis, published four groups of customers in the market of dietary supplements and prescription medications. These groups are then described in details. The last chapter contains the conclusion and summary of the whole thesis.