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Nákupní chování spotřebitelů na trhu se sladkovodními rybami
 Ondroušková, Martina
The diploma thesis deals with consumer behaviour on the freshwater fish market and disincentives to higher consumption of freshwater fish. The main goal of the diploma thesis is to formulate recommendations for companies selling freshwater fish and proposals for marketing communication of freshwater fish producers to-wards consumers, which should lead to an increase in demand for Czech freshwa-ter fish. In order to achieve the goal consumer behaviour was investigated through a questionnaire survey (n = 355), in-depth consumer interviews (n = 30) and in-depth interviews with Czech freshwater fish producers and sellers (n = 4). The re-sults of qualitative and quantitative were evaluated, frequencies and descriptive statistics calculated, and dependencies tested. Based on the results, general rec-ommendations were proposed for companies selling freshwater fish.
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