Segmentace trhu tavených sýrů v České republice

This thesis focuses on the segmentation of the processed cheese market in the Czech Republic. The thesis is divided into three parts, the first theoretical part explains the issues of market segmentation and consumer behaviour, the following part explains the principles of primary and secondary research, which are applied in the last practical part. The practical investigation is based on MML-TGI data from Median in comparison to the author's own research based on a questionnaire survey. The goal of this study is to uncover consumer segments in the processed cheese market and understand their consumption behavior. The research is made in the Czech Republic for further development of the particular FMCG brand. The thesis closes with the recommendation of a marketing strategy for the market and the brand.