The thesis provides results of analysis o changes in consumer behavior on the market with food in the Czech Republic. It focuses on identification of factor which influence the behavior, and suggests recommendations applicable for businesses operating on the market with food. The results show decreasing ratio of expenditures on food out of the total household expenditures, at the same time they present changes in the structure of consumed food product and shift to product with higher added value.

Svoboda, M. The influence of YouTubers on consumer behaviour in the Czech Republic. Diploma thesis. Brno: Mendel University, 2019. The diploma thesis deals with the influence of YouTubers on behaviour of the 15–45 years old consumers in the Czech Republic. The thesis includes an overview of the Czech YouTuber´s scene, which provides basic input information for other parts of the thesis, including the thematic focus of Czech YouTubers. The primary research is based on questionnaire survey, in-depth interviews and expert interviews. The thesis identifies factors, which have the biggest influence on consumers during the watching YouTube videos, as well as concrete markets and target groups of consumers that are the best for promotion by YouTubers. Data from quantitative research are used in cluster analysis for creation consumers segments. The results of research are used for recommendation for the entrepreneurs, planning commercial cooperation with YouTubers, and for creating diagram of consumer behaviour, which includes the influence of YouTubers.