Analýza postojů generací X a Y na trhu biopotravin

Abstract

This thesis focuses on shopping behaviour of organic food market of consumers from generation X and Y. The aim of this thesis is to compose a typology of the customers on the market based on the analysis of the approach of the organic food. The marketing research was done through online questionnaire and the collected data were analysed through the statistic programme SPSS. The typology of the customers was set up according to factor and cluster analyses. Four segments arose: regular customers, money-saving supporters of organic food, customers preferring regular food and neutral users. All segments are later characterized.