This diploma thesis analyses the consumer behaviour of people in the age 18-40 years on the market with gluten free food. Using a questionnaire survey, eye tracking research and interviews were identified factors which influence consumer buying decision process. The thesis focused both on the sales of gluten free foods in stores as well as sales through online stores. There were some significant differences between types of consumers, according to which it was possible to create personas. The research results were the basis for creating general marketing advices for subjects on this market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:251198 |
| Date | January 2016 |
| Creators | Havlová, Kateřina |
| 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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