The aim of this thesis is to define the contribution of functional foods for human health and formulate an effective introduction procedure of functional foods for the regional food market using marketing mix tools. The practical part is done in cooperation with ALIMPEK al. s r. o. The company is trying to introduce a new product to the customers (bread, which contains modified flax) and present its health benefits. Questionnaire survey confirmed, that the consumers are aware of the impact that food has on human health and are inquiring its specific effects. The source of the information that affects the customers mostly is the internet (unprofessional publications) and etiquette of the product. Consumers are aware that flaxseeds are beneficial to health, but they could not list the specific effects. It was further found that consumers do not know the composition of the bread they buy. Based on the data and information gathered, possible solutions that could lead to increased consumption of selected functional foods were proposed.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:381574 |
| Date | January 2017 |
| Creators | HIRKOVÁ, Eliška |
| 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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