Diploma thesis is focus on marketing strategy of Heaven Labs, producer of powder food MANA. It covers analysis of powder food industry and proposes marketing approach for increasing awareness and increasing sales. Thesis contains theoretical part, current situation analysis and proposal.

Diploma thesis Genetically modified foods discusses about genetically modified foods in the Czech Republic, European Union (EU) and worldwide. The aim of the thesis was to investigate the awareness of Czech and Austrian students and citizens about geneti-cally modified foods and also to highlight the pros and cons of genetically modified foods. The method of literary research and comparative method was used to evaluate the current state of genetically modified food. In the experimental part of the thesis a brainstorming method and SWOT analysis were used to determine the main advantages and disadvantages associated with genetically modified foods. Information on the atti-tudes of interest groups was collected through a questionnaire survey. The results show that the awareness and attitude of the general public and students varies within the Czech Republic and Austria.

The aim of this thesis is to define the growing use of health symbolism in the consumer goods industry. Powerful group of consumers, focused on the value of health and an active lifestyle, is the base for developing a long-term emerging market with portfolio of brands and products, which are building its image on the basis of health connotations. This "medicalization of consumption" takes place mainly at the level of signs with relevant references, according to which consumers are oriented at different levels of awareness of that fact. On the example of semiotic analysis of Activia brand we would point out how could each sign build a product, permanently associated with required values.

Žabková, T. Trends in Food Consumption in the Czech Republic and Slovakia. Diploma thesis. Brno: Mendel University, 2020. This diploma thesis deals with the development trends in food consumption in the Czech and Slovak Republic from 1989 to the present period. The basic trends in consumption per capita of chosen food types in these countries are ascertained through the regression analysis. Part of this work is evaluation and comparison of money expenses for food of Czech and Slovak households of employees, self-employed persons and pensioners. A growing trend has been shown in consumption of fruit, vegetables, poultry meat and cheese. On the other hand, consumption of following meals has during previous years decreased: bread, pork, beef, cow´s milk, butter, eggs and potatoes. The empirical analysis has clearly demonstrated that consumption trends of previous period significantly influence how much are Slovak and Czech households spending on food.

Anotation The diploma thesis entitled "The Phenomenon of food aid" deals with the topic of food aid, including its origins, its significance and functioning, as well as affiliates of the food bank. The diploma thesis also includes The Operational Programme of Material and Food Aid, provided for years 2014 to 2020 included. Another aspect of the thesis is an actual view over the problem of food wastage. They are measured a factors which affect the food security, and it also compares a several different institutions, dealing with the food aid. As a part of the research, there is a practical survey included. The practical part tries to primarily answer questions of food wastage. Than it searches kinds of the food groceries which are wasted most often, as well as their amount. The practical part also ascertains the willingness of the operators to provide the discarded food to a people in need. It also monitors the actual knowledge about the National Food Bank itself. A case study in the form of a short interview with a homeless person in included. The interview is thematically based on the possibility and the availability of food aid itself.

The work is divided into 2 parts. First part deals with general level of consumer protection. It specifies consumers discretions and duties, analyses concrete laws that govern consumer protection and institutional reinsurance of consumer protecion in the Czech Republic. The second part analyses situation in foodstuff area, it warns against traps of the market and underline quality brands, which can make consumer's choice easier.

The thesis deals with price comparison of organic and conventional foods within retail chains in the South Bohemian Region. The work includes a price comparison between organic food retail chains and specialized stores and compare prices of organic foods in individual retail chains. The thesis is awarded within the grant project GAJU 019/2013 / S.

The diploma dissertation deals with farm box home delivery which is world widespread form of an alternative food system. The main aim of this dissertation was to identify the subjects involved in farm box distribution and make a survey on experiences with this form of business - afterwards to define the consumers´ attitude to this way of distribution.

In the Czech Republic the food production is one of the most important branches of processing industry. The effort of producers, distributors and inspecting authorities is to limit the production of insanitary products as much as possible. That?s why there are a lot of inspecting mechanisms within the Czech Republic and also within the whole European Union. Their major aim is to reveal these insanitary and deceptively marked products and withdraw them from circulation. The requirements for marking of products aren?t simply and completely clearly defined even today, after the progressive harmonization with the prescriptions of the European Union. Concrete requirements for marking of foodstuff can be found in the Food Act No. 110/1997 Coll. and its implementing decrees including a special decree about the forms of marking of foodstuff No. 113/2005 Coll. Specific demands for marking of individual groups of products are given in decrees for particular commodities. It isn?t easy to draw up a comprehensive picture of all requirements for marking of a concrete product. In order to use the text on the cover, the consumer needs to know what?s hiding under certain words and what do the individual marks on the cover mean. The aim of the diploma thesis was to judge the compliance of legislation for marking of selected food products ? meat products, dairy products, spices and spice mixtures. The acquired information have been compared with a questionnaire research among consumers. It was an important finding that almost three quarters of respondents never had to reclaim a deceptively marked product. Unfortunately, 26.25 % of respondents met a deceptively marked product and that?s why they reclaimed it. In most cases the claim has been delt by repaying or exchange of goods; unfortunately, the claim of 9.5 % respondents hasn?t been accepted.

The main objective of this thesis is to analyse a phenomenon of consumer´s protection with respect to the food safety. I have chosen mentioned issue due to its high topicality which could be proved by several medial cases. On the other hand, the constant public discussions of this issue lead to the fact that Czech consumers are becoming to be more self-confident and not afraid to assert their rights although this approach had been unusual recently. This thesis has ambitions to improve awareness of consumer´s protection as well as the food safety. For practical part of this thesis, I have formulated 4 basic hypotheses whose validity have been subsequently verifying through quantitative method, namely by an anonymous questionnaire survey performed in four cities situated in South Bohemia - in Písek, Strakonice, Tábor and České Budějovice. The hypotheses were in following versions: 1.The respondents are not satisfied with current situation in the area of consumer´s protection, 2.The respondents are convinced of the safety of Czech food, 3.The respondents think that the food safety has been worsening after the entrance of Czech Republic to the EU, 4.The respondents believe that imported food can threaten their health. My research has confirmed hypotheses nr. 1 and 2. On the other side, hypotheses nr. 3 and 4 have been rejected. This thesis may be further used for educational purposes regarding customer deeper awareness within a public discussion about this issue.