Analýza spotřebitelského chování na trhu zdravé výživy

Abstract

The bachelor thesis deals with consumer behaviour on the healthy food market. The aim was to find out how consumers eat, what factors influence their purchase and what is consumer awareness of the KALMA k.s. company. The work is divided into a theoretical part, which includes the definition of basic concepts and characteristics of the market, and the practical part, which is focused on the analysis of data that were obtained using an online questionnaire survey. Moreover, the results were used to formulate proposals and recommendations for the company on the healthy food market.