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Biopotraviny na regionálním trhu
 NOVÁKOVÁ, Karolína
Bachelor thesis is divided to two parts theoretical and practical part. Main object of theoretical thesis is definition of basic concepts and theoretical knowledge. Description of the differences between organic food and conventional food. This thesis also inc-ludes ecological agriculture, marketing of organic food, history of the market with organic food, established labeling of organic food, marketing as itself, marketing mix and process of the consumer behavior. Main object of practical thesis is focused on performace of carried out market research survey and analysis of the gained information. Practical thesis also includdes assessment of the twelve selected samples of organic food, which are available on regional market in south Bohemian region and interview with owner of organic food shop "Zdravá spižírna" in České Budějovice. Finally, a draft marketing strategy for a selected range of organic food through the cultivation of suitable relation to organic food from early school age through the main findings of a consumer group. Strategy for spreading the consumption of organic products. In the end of the thesis there is a summary of results of analysis and practical research. Recommendations for consumers, distributors and marketing.
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