This diploma thesis deals with problems of farmers´ markets. The Consumers still prioritize lower prices over the food quality. The Czech Republic is trying to promote organic food and propagate it.This approach is not increasing only sales success, but also the renewal of a healthy lifestyle. There is direct correlation between promotion of regional foods and selling of these products.Marketing role is in the hands of the dealers, who are forced to attract attention and sell their products. The Marketing role is based on current legislation, standards and regulations, including notonly business processes, but also the environment. To farmers´ markets relate the same laws like any other food sellers. Another form of sales are expanding farm shops. The main goal of this diploma thesis is the identification of determinants of consumer behavior during buying of organic products from farmers and historical development of farmers´markets.Using literature search to handle the issue of farmers' markets from their historical origins to the expected course of development in the upcoming years. Using surveys to determine their attendancein the Ústí region and create a proposal for further measures leading to the development of farmers´markets. Subsequent analysis of the provided informations by vendors offering organic products and the target group of buyers.

This thesis deals with the issue of food labelling, which is a topic that touches each of us. This topic is very broad and even when it is no longer effective amendment to the act on food no. 139/2014, it is very difficult for consumers in all the laws of the Czech Republic and EU regulations to navigate. The content of this theses does not and cannot be the task of this issue is completely clarified, but it aims to orientate in the basic law on foodstuffs no. 110/1997 Coll. amended by act no. 139/2014 and some other decrees and relevant regulations of the EC that directly affect food labelling. The practical part examines consumers' knowledge about food labeling, their interest in the information provided on labels and on compliance labeling frozen fish.

Organic food is a food product that is obtained from organic products and a limited amount of authorized additives defined technological process according to special regulation and the control regimen. Regional foods are due to short transport distances much fresher than food that has circulated for a long time. Regional foods tend therefore usually taste better and more valuable nutritional properties. Equally important is the fact that the closer the food to the consumer, the less loaded environment during transportation. The aim of the thesis is to evaluate the structure offers regional food and organic food producers to seek their districts Prachatice, and Strakonice Czech Budejovice. When evaluating the questionnaires, it was found that two-thirds of respondents regularly buy organic or regional food. Most often it is bought at a store in a specialized department.Most of the respondents to pay extra for regional food for a month for her to spend in the range of 200 to 500 CZK.

Due to the liberalization of the international trade, there is an increase in food imports to the Czech Republic. However, many producers are not able to face this competition and are forced to end up their business. This leads to the decrease in the production of agricultural commodities and foodstuffs which also reduces the food self-sufficiency of the Czech Republic. Therefore the Ministry of Agriculture (MA) runs activities in order to promote domestic food and the competition "Regionální potravina" is one of those activities. The related campaigns are aimed at both the producers and consumers. The aims of this thesis are to find out how producers perceive the competition Regionální potravina and activities of the MA and whether producers observe that competition and activities of MA have some positive effects. Another aim is to find out whether consumers know the competition Regionální potravina and activities of MA, whether they buy this food and whether they prefer to buy Czech food. The theoretical part concerns especially marketing and legislation related to the promotion of domestic food. The practical part is based on a survey among producers and consumers. Based on the results of this survey, the recommendations for the Ministry of Agriculture are set out.

The thesis analyzes consumer protection on the market of genetically modified products in the Czech Republic and the European Union. Development of the world legislation in the sphere of genetically modified products and its current situation in the EU and the Czech Republic are specified in the thesis. Consumer protection in the sphere of GMO is evaluated on the example of member states of the European Union -- the Czech Republic, France and Spain -- as well as in the states with a high level of share of genetically modified products in the food production -- the United States of America and Brazil. Practical part of the thesis is focused on the evaluation of knowledge level of inexpert public relating to the topic of genetically modified organisms and products. The conclusion of the thesis mentions the weak points of the current consumer protection on the market of genetically modified products in the Czech Republic and European Union together with suggestions for improving the present situation.

The diploma thesis deals with proposals of appropriate marketing activities for the company Dalešické cukrářství that are aiming to expand the product in a particular region. The results of these proposals should increase the brand awareness and the growth of sales. The proposals are build on results of analyzes based on theoretical knowledge.

The Diploma Thesis examines the perception, influence and role of organic food labelling on the German market in connection with the consumer behavior of Generation Y as organic food products have become of high interest over the last decade. This thesis also examines the main factors having an impact during decision-making process while purchasing organic food. In the theoretical part the relevant topics are introduced and discussed, such an organic food, labelling system, consumer behavior or Generation Y. Practical part deals with gathering primary data through online questionnaires (n = 185) and in-depth interviews (n = 14) and their analyzing and evaluation in statistical software. Both information and data gathered from secondary and primary research help form recommendations for economic subjects producing and selling organic food products and placing special labels on their packages.

The aim is to develop an educational program with modifications for secondary schools with an emphasis on environmental theme "Healthy diet" based on the analysis of the role of school meals in the education of pupils and students to sustainable development and to the development of sustainable systems of production, distribution and consumption of food in the country. The theoretical part of the preparatory phase and the creation of an educational program with thematic blocks focusing on healthy eating and local food gathering was held and the study of educational and methodological materials, curricula system in the Czech Republic. The practical part includes a new tutorial called , designed for students of secondary schools and secondary vocational schools suited for environmental theme "Healthy Nutrition". This part further includes the evaluation and evaluation program usability in practice

The master thesis is concerned with the effect of the clame superfood and its impact in consumer behaviour. The aim of this thesis is to find out how consumers perceive the phenomenon of superfoods and how this claim effect their consumer behaviour. The theoretical part of the thesis defines and explains the terminology related to the key term superfoods such as functional foods, superfruits and organic foods. Subsequently the thesis edentifies the rules of a food labeling with the emphasis on health and nutrition-related claims. The thesis then examines the recent development of the superfoods market with its trends either from the local and the global point of view. The theoretical part is ended by the analysis of the methodology The Six Elements of Superfruits Success, which defines the six elements leading to a successful business strategy in a field of superfoods industry. The empirical part of the thesis shows the survey results of the effect of the clame superfoods and organic foods on products and its impact in consumer behaviour in the Czech Republic. The thesis then deals with the case study Jeřáb (a product containing a superfood). The thesis draws up a draft proposal for a new communication strategy of Jeřáb with the emphasis on the fact that Jeřáb is a product containing a superfood.

The diploma thesis identifies the attitude of the Czech public on the issue of fresh breads and pastries prepared from frozen semi-finished product based on consumer research. It is focused on the supply side, specifically on analysis of sales of fresh bread and bakery products prepared from frozen semi-finished products within the selected retail units. Further to the survey among Czech producers of bread, and also monitored supply of bread from frozen semi-finished products in selected retail chains.