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The thesis is focused on the evaluation of preferences in organic foods consumption in the Czech Republic. The theoretical part summarizes the insights from the literature concerning the issue. The thesis monitors in detail the production and consumption of organic foods and it maps the market environment. In the practical part were expressed hypotheses which using the questionnaire were confirmed or refuted. They have been also identified preferences of consumer groups of organic foods, which were then analyzed and evaluated. There were performed determinations of prices of selected organic foods in individual retail chains and their subsequent comparison with normal foods.The results of this research may be helpful for new entrants in terms of the market operators to assist them in deciding on which market segment or product to concentrate.

The diploma thesis deals with the issue of organic agriculture and organic food production. The aim was to analysis of the current state of organic agriculture in the South-Moravian Region with a survey of the district of Znojmo. The literature review sets out the principles of organic agriculture and organic food production, current legislation and the system of registration and control. The thesis contains a description of the state of organic agriculture in the Czech Republic and the world. The practical part evaluates the current state of organic agriculture in the South-Moravian Region and in the Znojmo district, including the comparison of the state in the individual districts. The next part is focused on mapping the offer of organic products for direct consumption in the district of Znojmo. It includes a questionnaire survey on awareness of local supply of organic production and on organic farming in general.

Diplomová práce je zaměřena na analýzu marketingového mixu biopotravin a bioproduktů. Zhodnocuje cenu, nabídku, propagaci a distribuci. V práci je zmíněna problematika ekologického zemědělství a ochrany spotřebitele těchto produktů. Praktická část je zaměřena na zjištění povědomí biopotravin a značky bio mezi českými spotřebiteli prostřednictvím dotazníkového šetření.

The thesis deals with the assessment of the status of organic farming in the region's of Tišnov and Vysočina district. It assesses the extent of production and the focus of organic farms in selected areas and analyzes the current situation of organic food and the possibility of their sales in the region. In the final part local people are surveyed, using a questionnaire, which focuses on consumers knowledge about organic farming and an evaluation of its significance. The results show that more than half of the respondents believe that organic foods are organically grown without the use of chemicals or pesticides and are healthier than conventional foods. It also proves organic food is only bought occasionally, several times a month with a willingness to spend a maximum of 300 CZK. A negligible (3,3 %) made purchases using "organic boxes" from a farmer, others have never heard about this service, or did not use it. The most common places to buy organic food are hypermarkets, supermarkets and health food stores.

Analysis of the South Bohemian organic production and distribution of "bio potatoes, fruits and vegetables." Focus on farm production, distribution channels, manufacturing utilization and application of the regional market (retail, food services). Definition of options optimization of production distribution chain, the prerequisite for wider representation of selected bio commodities in the regional market.

The main goal of my diploma thesis is to analyze the offers of organic food in chosen retail chains operating in the Czech market. At the beginning there are defined retail and retailing and there is briefly outlined the development of retail in the Czech Republic. In the second chapter there is introduced organic farming, its definition, goals and its current position in the world and in the Czech Republic. In this chapter is defined what is organic food, how is organic food labeled and which organizations do this business in the Czech Republic. The third chapter analyses the situation in the organic food market in the Czech Republic and there are introduced certain marketing activities and projects to promote organic food. The next chapter analyses the current retail net in the Czech Republic and in the following chapter there are introduced the retail chains chosen for the analysis of their assortment of organic food. The last chapter deals with analysis of assortment of organic food in chosen retail chains.

The diploma thesis deals with public bio-quality eating in the Brno-City region and with the issue of raw materials supply. In the first part of the thesis the organic agriculture is defined, in comparison with conventional and integrated agriculture. Also the definition of terms like organic products, organic food and other organic products, including their certification. The next part deals with the market, as well as with the consumption of organic food with an overview of organic food suppliers and the definition of public eating facilities. The last issue of this section is the purchasing behaviour that greatly affects this industry. The second part of the thesis is related to the restaurant Rebio, which is the only certified restaurant in this region. The survey is divided into three parts. In particular it is a supplier survey, than an interview with a chef about the supplier-customer environment of the restaurant, and at last but not at least, a questionnaire survey at the their customers, which related to restaurant turnout, organic farming and purchasing behavior.