This diploma thesis is analysing the influence of packaging and labelling on the behaviour of gluten-free consumers. The research is focused on consumers in the age of 18-40 in the Czech Republic who frequently buy gluten-free products. The goal of this thesis is to create general marketing recommendations for creating and designing the packaging of gluten-free products in order to provide the best buying experience for the customers. Questionnaire survey, eye tracking and in-depth interviews were used as the research techniques to reach this goal.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:251338 |
| Date | January 2016 |
| Creators | Havlík, Tomáš |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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