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Sowohl der europäische, als auch der tschechische Markt für Bioprodukte wächst, und mit ihm auch die Anzahl der Kennzeichen, Logos und Versprechen, die im Verbraucher den Eindruck von ökologischer Verträglichkeit oder Nachhaltigkeit erwecken sollen. Diese Arbeit hinterfragt den rechtlichen Rahmen der Bioprodukte und überprüft dementsprechend, welche Regelungen auf dem Gebiet schon bestehen, auf welche Gebiete diese sich beziehen und, ob diese Regelungen in der Praxis wirklich genügen. Gerade, weil auch der tschechische Verbraucher immer mehr Kaufentscheidungen von Kriterien der Nachhaltigkeit und seinem Umweltbewusstsein abhängig macht, ist das Thema rechtswissenschaftlich sehr relevant. Diese Arbeit analysiert die europäische Regelung, hauptsächlich die "Ökologische Landwirtschaftsverordnung", aber auch die nationale tschechische Regelung, das "Ökologische Landwirtschaftsgesetz", da die Gestaltung des Kontrollsystems der Produkte und andere organisatorische Regelungen den Mitgliedstaaten überlassen werden. Näher befasst sich die Arbeit hauptsächlich mit Problemen der ökologischen Landwirtschaft in der Tschechischen Republik und deren rechtlichen Hintergrund. Um zu überprüfen, wie weit der allgemeine rechtliche Rahmen der Bioprodukte den Erwartungen des immer umweltbewusster werdenden Verbrauchers...

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.

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.

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.

This diploma thesis is focused on mapping of organic farming in the South Region particularly in terms of spatial distribution of organic farms, their production and deployment of processing capacities organic production. South Bohemia region is due to its geographical conditions suitable for organic farming. It is one of the largest in amount of organic farms. However the diversity of production is not too different. There is mainly dominating extensive cattle farming in areas of permanent grassland.This dissertation was elaborated in terms of explorational purpose of University of South Bohemia ? Economical Faculty MSM 6007665806, focusing on support of development concerning higlands and uplands areas in the region of south Bohemia.

The objective is to evaluate a development and the importance of the organic agriculture and organic food in South Moravian Region. The identified details were than compared with other regions of the Czech Republic, or the whole country. The South Moravian Region due to its position belongs to the areas with a low proportion of organic areas, but since 2008 there are absolutely the greatest areas of arable land and permanent crops (there are more than 95 % of the total area of vineyards), but the smallest area of permanent grassland. This region produces 85 % of all organic grown vegetables. There is dominated sheep farming, followed by cattle farming.Typical for the South Moravian Region are vineyards and wineries, and therefore an integral part of thesis is the evaluation of wine production, especially organic wine in this region.

The main purpose of the thesis is the analysis and judgement of distribution methods, which are currently used for organic foods. The first stage involved a marketing research in form of an online questionnaire, which was placed on Google Docs. This questionnaire focused on shopping habits of the customers. The evaluation showed, that the customers most frequently by the organic foods in the self service shops. The second most common place for buying the organic foods were the shops specialised in selling such products, and the third most common place were the suppliers. The most common organic foods bought by the customers were milk and dairy products, the second place belonged to fruits, and on third place were vegetables. The second stage involved a marketing research in form of telephonically enquiring the farmers from the South Bohemian Shire. The results represent the fifty organic farms out of the sixty four contacted organic farms, which responded to the enquiries. The farmers from the South Bohemian Shire most commonly rise cattle. The biggest consumers of their products, with 39 per cent, are processing companies. Selling the meat or live cattle directly at the farm accounts for 32 per cent, and 24 per cent of the products are consumed by distributors. Only 5 per cent of the products is consumed by retailers, which sell the meat directly to consumers. The second most commonly produced commodity is milk and dairy products. According to questionnaire, the entire production is intended for the czech market and the consumption is in average rated as ``commendable{\crqq}, which is greatly affected by Madeta a.s. Other consumers of milk and dairy products are healthy food shops and catering institutions. The individual contributions to the consumption of milk and dairy products are unknown. There are very few producers of organic fruits and vegetables in the South Bohemian Shire, and therefore the marketing research did not produce any useful results regarding these products.

The thesis is focused on organic foods segment. The aim is to monitor the situation on the Czech market and then identify ways to use organic products, organic food marketing to determine the specifics of the situation and compare our market with the European Union. Another part is to focus on biodynamic víno.cz company engaged in the sale of biodynamic wines in quality characterize this business and establish its market position. Based on the analysis of marketing research and then propose recommendations and a good marketing strategy.

This thesis consider the use of organic products in spa facilities in South Bohemian Region and assess a regional supply of organic food. Results were obtained through primary and secondary data. Secondary data was provided by the study of literature and the subsequent creation of a literature review. Primary data were obtained in a questionnaire survey and structured interviews.