Segmentace na trhu bezlepkových potravin

The thesis aims to describe the market segmentation of gluten-free products in the Czech Republic. The theoretical part of the thesis introduces topics related to consumer behavior and market segmentation. A brief description of the disease, its history, manifestations, description of gluten and its occurrence, gluten-free producers in the domestic and foreign markets, gluten-free product labeling, and information channels follows the introduction. The practical part analyses the gluten-free food market focusing on customers’ behavior. The analysis builds on a questionnaire survey and examines the situation of the gluten-free product, consumers’ preferences, and their satisfaction regarding the availability of the product.