Jančová, G. Consumer behaviour of the Seniors on the Food market. Diploma thesis. Brno: Mendel University in Brno, 2019. Diploma thesis is dealing with a consumer behaviour of seniors on the food market where the senior is consider as a person at the age of 65 years old and more. The aim of the work is to identify factors which influence consumer behaviour of seniors on the food market. Methods of assessment revenues and expenses of seniors are used to accomplish this aim. Thanks to analysis of secondary and primary data gained by 351 respondents answers to the questionnaire survey are detected factors which affect seniors on the food market. These factors include freshness, quality, taste, price of food, and date of durability/applicability. Seniors are particularly dissatisfied with the lettering and price tags on products, music, and the placement of shelf goods in grocery stores. After primary data processing is done segmentation of respondents by method of cluster analysis which reveals four different groups divided according to factors of quality, range of product, goods, price and freshness of food. In the end proposal and recommendations for sellers of food are written with aim how to increase comfort of a customer - senior.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:428743 |
| Date | January 2019 |
| Creators | Jančová, Gabriela |
| 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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