Charakteristika poptávky po produktech zdravé výživy

The objective of this thesis is to describe to a reader the specific characteristics of demand for health products. The theoretical part consists of two sections, first one is about main conclusions of microeconomic analysis of demand and the facts about consumer expenses or rather expenditure on food are also observed. The second section deals with a significant influence of marketing mixture and its basic instruments. At first the practical part analyzes the competitive environment on the health food market, in the next section the questions about consumer behaviour, essential characteristics of consumer of these products and marketing activities of manufacturers in this industry are answered.