Marketingový význam diferencí ve vztahu ke zdravému životnímu stylu u generací X, Y, Z

The bachelor thesis deals with marketing differentiation in relation to healthy lifestyles in generations X, Y and Z. The main objective of the thesis is to examine the relationship of Czech consumers of generations X, Y and Z, which now form the most significant segment of the consumer market, to a healthy lifestyle, to map how familiar they are with this issue, whether they adhere to the principles of a healthy lifestyle, and if not, what are their obstacles. The theoretical part discusses basic concepts such as health, healthy lifestyle, generational segmentation, and the most important factors affecting human health. The practical part analyses the knowledge of Generations X, Y and Z in the field of healthy lifestyle and their adherence or non-adherence to the principles. Data from the Market & Media & Lifestyle database and our own questionnaire survey were used for the research.