This master thesis deals with consumer behavior when purchasing food. For the purpose of this thesis students from the Central Bohemia Region are chosen as a selected group of consumers.
The theoretical part sums up the knowledge related to the shopping behavior of consumers when buying food and influences on this behavior. The second part analyzes the shopping habits of the selected group of consumers. Shopping behavior is examined in terms of frequency of purchase, place of purchase, the most frequently purchased food categories, the main decision criteria when buying food, the impact of advertising and promotional discounts, the importance of information on food composition and the country of origin, interest in organic food and healthy lifestyle, willingness to try new food and approach to food purchases on the internet.
The final part interprets the new trends in consumer behavior of the selected group of consumers and formulates a set of recommendations both for the selected group of consumers and for food retailers.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:259918 |
| Date | January 2016 |
| Creators | Radoušová, Eva |
| Contributors | Hes, Aleš, Petr, Petr |
| Publisher | Česká zemědělská univerzita 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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