Consumer behavior on the market of dietary supplements

Sečányová, Natália

The diploma thesis focuses on the analysis of Czech consumers’ behavioral patterns on the market of dietary supplements.The key objective of the paper is to determine major factors that uphold an influential status when it comes to shopping for dietary supplements. The study additionally reflects on the real reasons for splurging on such products while addressing both external and internal stimuli that drive Czechs’ buying decisions. As for the partial goal, the importance is placed on pinpointing of unethical marketing strategies, which a great deal of brands is guilty of employing. The thesis further presents an in-depth overview of the regulatory framework for dietary supplements that goes hand in hand with the advertising self-regulation standards. A broader insight into the Czech food market facilitates the very comparison with the nutritional supplements one. The empirical section is split up into the assessment of secondary and primary data sources. The secondary data set outlines consumer profile basics, existing and emerging market trends, and industry dynamics while the primary data set, collected through quantitative online survey, specifies details of different behavioral tendencies among Czechs. The inspection of gathered data via the usage of contingency tables and powerful statistical software, SPSS, assists in reaching final conclusions and providing valuable recommendations to businesses operating in the given field.

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