Marketingové strategie propagace nutričně méně hodnotných potravin cílených na děti

This bachelor’s thesis focuses on the marketing strategies of nutritionally less valuable foods targeted at children and their impact on children’s purchasing behavior. The aim of the thesis was to determine how marketing communication elements affect children and what role parents play in purchasing decisions. The research employed methods including a questionnaire survey, interviews, observation, and analysis of secondary data. The results showed that children respond most strongly to visual elements such as colors and characters, while previous experience, price, and social influences also play a significant role. Certain differences between younger and older children were observed, particularly in their approach to purchasing decisions. Furthermore, it was found that marketing influences children both directly and indirectly through their impact on parental decision-making.