Vliv bio-labelu na spotřebitelské hodnocení produktu

This Thesis focuses on the issue of factors influencing consumers' decision-making process when buying products with Bio labels. Its’ goal is to clarify which factors influencing the consumers are the most crucial, especially from the consumer typology point of view. The subject of the research is a product intended for immediate consumption, which categorizes among lower price range products, in this case - Bio chocolate. The literary analysis presents the topics of consumer typology or Bio labeling. The Empirical part of the Thesis presents the outcomes of analyzed data gathered via questionnaires and experiment, with the goal of identifying those factors that are decisive while choosing this specific type of product. The gathered data were analyzed using the descriptive statistics (absolute and relative frequency of individual variable characters, position characteristics, standard deviation).