Měnící se spotřební zvyklosti čínské střední třídy na příkladu mléčných výrobků

This thesis provides an insight into particularities of chinese middle-income class consumption that has been driving economic growth. The consumption patterns are illustrated by the example of dairy products. The level of consumption of dairy was historically relatively low. The first chapter deals with the definiton of chinese middle class and its habits. The second chapter focuses on the development of dairy consumption with regard to factors that affect it. The chinese goverment exerts a major influence. On the other hand, the consumption is limited by innate lactose intolerance. Dairy products are considered to be premium products which affects their price and consumption. Third chapter deals with predictions, opportunities and limitations concerning dairy consumption. Infant milk formula or organic dairy products are two most significant opportunities.