Profil spotřebitele podniku Zvěřinový závod Maxmilián

This diploma thesis focuses on consumer profile of Zvěřinový závod Maxmilián. The main goal is to describe the consumer profile of Zvěřinový závod Maxmilián based on qualitative research with three side goals which concentrated on detailed learning about game meat consumers, description of a consumer of Maxmilián and formulating eventual recommendations. Theoretical part maps present knowledge on these topics: consumer, consumer behaviour, shopping behaviour. It also focuses on consumer behaviour in Czech Republic with a concentration to a meat consumption. Knowledge about wild meat is gathered from Czech and foreign literature. In methodological part, there are formulated research questions, there is described the qualitative research itself and used methods. The practical part concentrate on the qualitative research itself and its realization, data analysis and the results interpretation. The results are interpreted considering the literature. The results of this thesis should help company to better understanding of its consumers and find use in the company’s marketing.