Consumer Behaviour in Purchasing Selected Protein Food Supplements

The aim of bachelor thesis on Consumer behaviour in purchasing selected protein food supplements is to examine the consumer behaviour of protein supplement users in the Czech market and the influence of the marketing mix on their purchasing decisions, with a focus on differences between consumer groups based on age and level of physical activity. The theoretical part of the thesis focuses on consumer behaviour and its trends and examines the use of marketing strategies by major retailers in both the Czech and international markets. The practical part includes hypotheses formulated based on academic publications. The research is conducted through a questionnaire survey and focuses on factors influencing consumers, the impact of marketing strategies, and differences between individual consumer groups. The thesis also includes an analysis of marketing strategies used in other countries, particularly in Western markets, due to the advancement of their marketing practices. The results of the analysis show that product quality is the most important factor for Czech consumers when selecting protein supplements. Social media and personal recommendations play a significant role in the dissemination of information about these products. On the contrary, the country of origin does not have a significant influence on consumers’ decision-making. The results also reveal differences in preferences and consumption frequency among consumer groups, particularly depending on age and level of physical activity.