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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:360397 |
| Date | January 2017 |
| Creators | Neťuková, Markéta |
| Contributors | Vondra, Zdeněk, Pešek, Ondřej |
| Publisher | Vysoká škola ekonomická v Praze |
| 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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