Kupní rozhodovací proces spotřebitele na trhu s biopotravinami

The main goal of the master's thesis is to analyze a purchasing decision process of consumers in the market of organic foods, to identify the main consumer and to identify his specifications and recommendations for marketing of the organic food market. This thesis will accept or refuse hypothesis which will be determine before own research. The theoretical part of this thesis describes the main characteristic of organic foods, the process of consumer's decision and the factors affecting the consumer during the purchase process. The next component of the master's thesis is a marketing research which is described at first in the theoretical part and then realized in the practical part. At first there is a secondary research based on MML-TGI database data and then the main consumer of the organic food market is identified. In the next part is a primary research performed which is focused on specification of consumer's behavior. The data are obtained by personal interviews and the answers are evaluated by Microsoft Excel. The last chapter summarizes the marketing recommendations for the market based on data of the primary research.