Consumer Perceptions, Attitudes and Behavior towards Healthy Foods: The Case of Czech and Dutch Millennial Consumers

Informace o vysokoškolské kvalifikační práci

Název práce:
Consumer Perceptions, Attitudes and Behavior towards Healthy Foods: The Case of Czech and Dutch Millennial Consumers
Autor práce:
Van Wetten, Rick
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Machek, Martin
Osoba oponující práci:
Srivastava, Mohit
Jazyk práce:
A poor diet quality, poor health outcomes and obesity are examples of major health concerns across the world and a healthy diet has become a major topic of public discussion worldwide. The aim of this research paper is to analyze the differences in healthy foods perception and attitudes between the Czech and Dutch millennials, in order to get crucial information that is necessary for a better market orientation and development to ultimately further expand the healthy foods industry. For the purpose of this study, a survey was conducted among 344 millennials in the Czech Republic and the Netherlands. The Dutch millennials were found to consume healthy foods on a higher level than Czech millennials. Furthermore, also the gender is found to significantly influence healthy foods consumption. One of the key aspects for success in the healthy foods industry is to communicate the perceived health benefits. These benefits slightly differ for Czech and Dutch millennials. Besides that, the industry is generally lacking in triggering emotional appeals in the marketing communication. By applying the recommendations following from the results of this paper, better strategical and tactical marketing decisions can be made in order to accomplish a movement of change towards more healthy foods consumption.
Klíčová slova:
Millennial; The Czech Republic; The Netherlands; Healthy foods; Perception; Consumer behavior

Informace o studiu

Studijní program a Studijní obor:
Ekonomika a management/Management
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of Business Administration
Název katedry:
Department of Marketing
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
6. 1. 2019
Datum podání práce:
15. 5. 2019
Datum obhajoby:

Soubory ke stažení

Hlavní práce:
68179_vanr05.pdf [1,93 MB]
62488_srim00.pdf [163,99 kB]
Hodnocení vedoucího:
68179_xmacm42.pdf [327,04 kB]

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