Spotřební chování domácností v sortimentu potravin: porovnání Česka a Španělska

The bachelor thesis focuses on the consumption behaviour of Czech and Spanish consumers in food sector in order to understand the differences in purchasing preferences based on demographic, cultural, social and economic factors. The theoretical part examines the current knowledge on the topic of consumer behaviour and emphasises the external factors that influence consumer behaviour. It also examines the purchasing decision process and characterizes the behaviour of Czech and Spanish consumers based on a literature search. It uses a questionnaire survey to identify differences in purchasing preferences in the Czech Republic and Spain and examines how external factors influence purchasing behaviour. The results of the analysis are used as recommendations to food chains for further development. The paper concludes with a summary of the main findings that contribute to the understanding of the differences of consumers from other countries.