Demografické aspekty spotrebiteľského chovania na trhu s biopotravinami

Abstract

The aim of the bachelor's thesis is to examine and evaluate the demographic aspects of consumer behavior on the organic food market. The bachelor thesis is divided into three parts. In the first part, we discussed the theoretical basis of consumer behavior. This part included definitions and views of the authors on the issue of consumer behavior, factors influencing consumer behavior and the decision-making process. In the second part of the thesis, we characterized the organic food market, organic farming and factors that influence the purchase of organic food. The third, main part of the work was practical. The third, practical part is focused on the evaluation and analysis of marketing research, which we carried out through an online questionnaire, focused on the behavior of the consumer of the Žilina region on the organic food market, depending on demographic factors: age and gender.