Introdução - A relação da atividade física e da alimentação com a saúde é estudada há muitos anos e os resultados confirmam que a prática regular de exercício físico e uma alimentação equilibrada atuam diretamente na prevenção de doenças. Objetivo - Identificar os fatores associados ao comportamento alimentar dos frequentadores de academias de ginástica do município de Taubaté, SP, segundo idade, gênero e estado nutricional. Métodos - Estudo transversal, quantitativo e com uma amostra não probabilística, constituída por 160 frequentadores de academias do município de Taubaté-SP. Para a obtenção dos dados utilizou-se questionário padronizado de múltipla escolha com questões demográficas, socioeconômicas, comportamentais, nutricionais e sobre saúde; o teste Como está a sua alimentação? do Guia Alimentar de bolso do Ministério da Saúde; o Questionário Internacional de Atividade Física IPAQ; e para avaliação do estado nutricional, informações do peso e da altura para cálculo do IMC (índice de massa corporal) e aferição de dobras cutâneas para a estimativa do percentual de gordura corporal ( por cento GC). Empregou-se análise descritiva, teste do qui-quadrado de Pearson para avaliar associação e análise de cluster. Resultados - A idade média dos frequentadores é de 39,4 anos (DP = ±13,1 anos). Há uma predominância do gênero feminino, alto grau de escolaridade e elevada renda familiar. O IMC médio é de 25,5 kg/m², a maioria encontra-se eutrófico e apresenta por cento GC normal. Fazem uso de complementos nutricionais e os mais jovens consomem os proteicos e BCAA, enquanto os mais velhos as vitaminas e minerais. No teste Como está sua alimentação? 59,4 por cento apresentavam alimentação saudável. A alimentação não se apresentou equilibrada em todos os grupos, segundo recomendação do Guia Alimentar. A maioria relata se preocupar com a composição da alimentação e refere ter mudado algo na dieta nos últimos meses. E em relação à hidratação, 48,8 por cento relata ingerir 500 ml de água durante o período das atividades na academia. Os motivos citados para a realização de exercícios físicos são saúde, prazer e controle de peso. E para o nível de atividade física, segundo o IPAQ, os frequentadores foram classificados a partir irregularmente ativo A. Conclusão - O presente estudo permitiu identificar que a idade e o estado nutricional estão associados a pratica de atividade física (frequência, modalidade, motivação), e a fatores relacionados à dieta, como o uso de complemento, a hidratação e a qualidade da alimentação. Frequentar academias não assegurou o comportamento alimentar adequado desses indivíduos de Taubaté. / Introduction - The relationship between physical activity and food with health have been studied for many years and the results confirm that the regular practice of physical activity and a balanced diet influence directly in disease prevention. Objective - To identify the factors associated with eating behavior of users of fitness centers from Taubaté city, SP, according to age, gender and nutritional status. Methods - There was a cross-sectional study with a non-probabilistic sample involving 160 users of fitness centers from Taubaté city, SP. Data were collected using a questionnaire containing demographic, socioeconomic, behavioral, nutritionals and about health multiple choice questions. Furthermore, they were used the test Whats your diet like?, present in the pocket edition of the Brazilian Dietary Guideline from the Health Ministry, and the International Physical Activity Questionnaire IPAQ. For anthropometric assessment were used weight and height to calculate the BMI (Body Mass Index) and skinfolds thicknesses to estimate the percentage of body fat ( per cent BF). It was used the chi-square test to determine the association and cluster analysis. Results - The average age users of fitness centers was 39.4 years old (SD = 13.1). There was predominance of the feminine gender, high schooling and high family income. The averages of BMI was 25.5 kg/m2, the most of them were found eutrophic and presents normal per cent BF. They use nutritional complements and the younger users were the ones who most consume the protein complements and BCAA, meanwhile the vitamins a minerals are mainly consumed among the elders. According to the test classification Whats your diet like?, 59.4 per cent presented healthy eating . The food did not appear balanced in all groups, as recommended by the Food Guide. The majority related to worry about composition of food and refers that had changed something in the diet in the last months. Regarding to hydration, 48,8 per cent of the users mentioned to ingest 500 ml of water during the period of activities at the gym. The reasons to the realization of physical activities were health, enjoyment and weight control. And to the level of physical activity, according to IPAQ, the users of fitness center were classified as from irregular active A. Conclusion - The present research permits to identify that the age and the nutritional status were associated to physical activity (frequency, modality, motivation) and to factors related to the diet, as the use of complements, to hydration and the quality of food. Attend gyms did not ensure the adequate eating behavior of these individual from Taubaté city.

EatFit.cz is a bussiness with main focus on preparing and distribution healthy food. The thesis is divided into two parts, theoretic and practical. The theoretical part explains theoretical background of business plan creation and basic definition. The practical part focuses on the realization of the business plan. The goal of thesis is to evaluate the feasibility and profitability of the project.

The aim of this thesis is to create a business plan for a company preparing healthy snacks. The target group are people working in major business centers in Prague. Another objective is to verify the feasibility and viability of the project. The theory section presents the potential users of the business plan, the general principles for its processing and describes each part of the business plan in detail. The practical section consists of the complete business plan for the project. Great attention is given to describing the product and preparing a comprehensive financial plan, which also includes verifying the feasibility of the project.

The aim of the thesis is to analyze supply and demand for healthy food in restaurants of two Czech cities, Praha and Ostrava. In the thesis there are defined basic terms related to food establishment and healthy food as a part of healthy lifestyle. There is introduced Czech gastronomy and its history. Diploma thesis also refers to typical Czech habits and frequent eating mistakes from healthy nutrition point of view. The research is focused on analysis of selected Czech restaurants' offer. There is included an interview with nutritional consultant and a survey, which is concentrated on demand for healthy food in Czech restaurants. Last chapter is devoted to final overview of the issue as well as to the suggestions for improvements.

The aim of the presented case-study is a detection of the influence of seniors' lifestyle to healthy food. Qualitative approach to this topic should detect some selected aspects of seniors' lifestyle -- imaginations concern healthy food, real food shopping, and their real physical activities. Empirical pilot research was focused at sample of urban population, age 65+, living in Prague. Next aim of the master's thesis lies in economical consequences of seniors' lifestyle in relationships to healthy food and its potential changes. The thesis use methods like critical comparative approach to secondary data, qualitative approach in pilot sociological research, semi-structured interview, analyses and synthesis. The results are discussed in a framework of some sociological, demographical and marketing studies. The master's theses show seniors also like a challenging segment of populations in terms of great occasion for economic subjects and their business. General approach of the thesis is based on the contemporary concept of the relationships between active lifestyle and healthy food.

Purpose of the thesis was to find out and describe associations that are linked to the category of healthy food by consumers. Above all the aim was to identify, what represents healthy food for them and what other thoughts and themes are associated with healthy food by consumers. In-depth ZMET interviews were conducted to determine these associations. The findings and other issues related to the topic such as broader context and specifics of healthy food marketing are presented. The information mentioned can be used for marketing mix planning of companies in food industry. The research found out that healthy food is not perceived as special food category, but approach to the food consumption. Approach that takes into consideration what is good for the person in terms of health. For respondents healthy food represented mainly homemade dishes consisting quality, fresh, natural ingredients. According the respondents healthy eating is a way of eating respecting sum of principles. Main principles are variety and balance in the consumers diet.

El presente trabajo de investigación desarrolla una idea de negocio con un gran potencial de crecimiento y escalabilidad, basándonos en las necesidades que hoy en día tienen muchos de los consumidores peruanos. La investigación fue realizada en la Zona 7 de Lima Metropolitana, y ésta nos permitió identificar que existe un problema debido a las dificultades que tienen las personas para encontrar un snack que sea 100% saludable y con un alto contenido nutricional. Es por ello que se buscó dar solución a este problema mediante la creación de un snack de fruta liofilizada, pues éste último diferencial mantiene todos los nutrientes de la fruta y, además, es de un muy buen sabor, para los distintos gustos y preferencias. Para poner en marcha este proyecto, se realizaron distintos análisis a partir de las entrevistas para la validación de este modelo de negocio, lo cual nos permitió la aceptación del producto en nuestro segmento de mercado y canal, el cual fueron las bodegas. Luego de ello, se emplearon diversas estrategias en cuanto al plan de marketing, para empezar con el impulso de ventas e irlas incrementando al pasar las semanas. Asimismo, se realizó el plan operacional, el plan de recursos humanos, el plan de RSE y junto a ello, las distintas proyecciones financieras, la inversión, los gastos y el financiamiento a emplear para desarrollar la idea de negocio. Finalmente, las respectivas recomendaciones y conclusiones sobre el proyecto. / This research work develops a business idea with great growth and scalability potential, based on the needs that many Peruvian consumers have today. The research was conducted in Zone 7 of Metropolitan Lima, and this allowed us to identify that there is a problem due to the difficulties people have to find a snack that is 100% healthy and with a high nutritional content. That is why we sought to solve this problem by creating a snack of lyophilized fruit, since the latter differential maintains all the nutrients of the fruit and, in addition, it has a very good flavor, for different tastes and preferences. To launch this project, different analyzes were carried out based on the interviews for the validation of this business model, which allowed us to accept the product in our market and channel segment, which were the wineries. After that, various strategies were used regarding the marketing plan, to start with the sales boost and increase them as the weeks go by. Likewise, the operational plan, the human resources plan, the CSR plan and, together with it, the different financial projections, investment, expenses and financing to be used to develop the business idea were carried out. Finally, the respective recommendations and conclusions about the project. / Trabajo de investigación

El presente trabajo de investigación explica la formulación e implementación de un aplicativo móvil llamado Thani, cuyo fin es conectar a clientes y consumidores. En este aplicativo los clientes (restaurantes) tienen la posibilidad de publicar fotos de sus platos, con el fin de obtener mayor demanda. Una característica de Thani es que el cliente debe publicar la información nutricional del plato. Los restaurantes suscritos a la aplicación deben ser de Lima Sur y Este y se les cobrará una comisión del 10% sin delivery y 20% con delivery. Por otro lado, los consumidores a los que se dirige esta aplicación son personas de un rango de edad de 18 a 35 años a quienes se les brindará diferentes beneficios según su categoría de cliente. Para poder validar la idea de negocio, se han utilizado diferentes herramientas como el Concierge y las entrevistas, tanto a expertos como a los consumidores. Además, se realizaron interacciones en redes sociales como Facebook e Instagram y se creó una página web, mediante las cuales pudimos estimar los niveles de demanda en base a publicaciones pagadas. Estas estimaciones nos permitieron realizar las proyecciones de venta y, por ende, los estados financieros. Estos muestran una rentabilidad positiva para el negocio a un plazo de 3 años. Por último, se eligieron fuentes no convencionales para el financiamiento de THANI que serán explicadas en las siguientes líneas. / This research paper explains the formulation and implementation of a mobile application called THANI. The purpose of this mobile application is to connect clients and consumers. In this application, the clients (restaurants) have the possibility to publish photos of their dishes, in order to obtain greater demand. A characteristic of THANI is that the client must publish the nutritional information of the dish. The restaurants subscribed to the application must be from South and East Lima and will be charged a commission of 10% without delivery and 20% with delivery. On the other hand, the consumers of this Application are people from 18 to 35 years old, who will be offered different benefits according to their category of client. In order to validate the business idea, different tools have been used such as the Concierge and interviews, both to experts and consumers. In addition, interactions were made in social networks such as Facebook and Instagram, and a web page was created, through which we were able to estimate the levels of demand based on paid publications. These estimates allowed us to create our sales forecast, and therefore we can make our financial statements. This show a positive profitability in the next 3 years. Finally, unconventional sources were chosen to finance THANI. These will be explained in the following lines. / Trabajo de investigación

Actualmente las personas se encuentran modificando sus hábitos de consumo, la tendencia alimenticia indica que el cuidado de las personas predomina para preservar la salud y belleza. Sin embargo, muy pocas personas conocen sobre marcas y que alimento son los adecuados para ingerir cuando uno se alimenta saludablemente. El nicho que representa para la empresa este mercado siempre encuentra los mismos productos en los puntos de venta o los mismos complementos alimenticios para los alimentos de media mañana o media tarde. Nutsfit ingresa al mercado de alimentos saludables como una propuesta variada que las personas que mantienen este estilo de vida se atrevan a consumir y conviertan a la marca como parte de su vida alimenticia. La mantequilla de maní que se oferta al mercado es a consecuencia que el público objetivo lo pidió. Se realizó un estudio de mercado encuestando a personas con el perfil adecuado para conocer sus gustos, preferencias y descubrir carencias que presentan. Ante ello, se empezó hacer pruebas de campo o degustaciones con distingos ingredientes para conocer la percepción de las personas sobre el producto piloto. Se elaboraron hipótesis e indicadores de éxito donde se mantuvieron solo 5 productos en oferta al mercado. NutsFit en una empresa que se ocupa en brindar productos de calidad y de buen sabor, predominando el estilo de vida saludable bajo la presentación de las mejores mantequillas de maní. / Currently people are changing their consumption habits, the food trend indicates that caring for people predominates to preserve health and beauty. However, very few people know about brands and what food they are suitable for when they eat healthy. The niche that this market represents for the company always finds the same products at the points of sale or the same food supplements for mid-morning or mid-afternoon food. Nutsfit enters the health food market as a varied proposal that people who maintain this lifestyle dare to consume and convert the brand as part of their food life. The peanut butter that is offered to the market is a consequence that the target audience requested. A market study was carried out surveying people with the appropriate profile to know their tastes, preferences and discover the deficiencies they present. Given this, field tests or tastings began with different ingredients to know people's perception of the pilot product. Hypotheses and success indicators were developed where only 5 products on offer to the market were maintained. NutsFit in a company that deals in providing quality products and good taste, predominantly healthy lifestyle under the presentation of the best peanut butters. / Trabajo de investigación

En la actualidad las personas no cuentan con tiempo suficiente para preparar sus alimentos y tienen pocas opciones saludables en sus centros de trabajo. Por tal razón, Thani Healthy Food ofrece alternativas para que las personas puedan armar su propio plato con una variedad de opciones de elección y al mismo tiempo alimentarse saludablemente. Este proyecto está dirigido para las personas ejecutivas que trabajan en el distrito financiero de San Isidro con una edad que oscila entre los 26 a 35 años, y que llevan un estilo de vida saludable. Sin embargo, no existen muchas propuestas similares. Por tal razón, es un mercado no atendido en su totalidad. Nuestra ventaja competitiva es la libre elección de hasta cinco toppings (ingredientes) en el armado de los platos de acuerdo a los gustos de las personas que se realizarán por medio de la página web, y se repartirán de acuerdo al horario establecido por los clientes en envases eco amigables. Asimismo, el servicio incluye un profesional de nutrición para los planes semanales. Se contará con un equipo de trabajo con experiencia en el rubro desde el personal de producción hasta el personal de delivery para que los ingredientes elegidos se encuentren en óptimas condiciones de consumo y presentación al momento de la entrega. Por último, de acuerdo al análisis financiero realizado el proyecto requiere una inversión de 71,020 soles, se generará 233,835 soles como valor presente neto del flujo de caja de libre disponibilidad. / People currently don't have enough time to prepare their food and have few healthy options in their workplaces. For that reason, Thani Healthy Food offers alternatives for people to put together their own plate with a variety of choice options and at the same time eat healthy. This project is aimed at executive people who work in the financial district of San Isidro with an age ranging from 26 to 35 years, and who lead a healthy lifestyle. However, there aren't many similar proposals. For this reason, it is a market not fully served. Our competitive advantage is the free choice of up to five toppings (ingredients) in the assembly of the dishes according to the tastes of the people that will be made through the website, and will be distributed according to the schedule established by customers in eco-friendly packaging. In addition, the service includes a nutrition professional for weekly plans. There will be a team with experience in the field from production staff to delivery staff so that the chosen ingredients are in optimal conditions of consumption and presentation at the time of delivery. Lastly, according to the financial analysis carried out, the project requires an investment of 21,306 soles and 400,297 soles will be generated in a period of 5 years. / Trabajo de investigación