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	Organic Food: Consumer Attitudes and Barriers to Buying Kořánová, Anna ; Zvěřinová, Iva (advisor) ; Rynda, Ivan (referee) Detailed record
	Consumers' perception of the health aspects between categories of fresh and processed cheeses Volbrechtová, Michaela ; Chytková, Zuzana (advisor) ; Říha, David (referee) This thesis is focused on consumers' perceptions. It concentrates specifically on the perception of fresh and processed cheeses in terms of health.. The thesis deals with choice of a healthy lifestyle and how it influences consumer behavior and choice of products, which consumers use to present selected lifestyle to their surroundings The paper summarizes the theoretical knowledge of consumer's behavior, what effects it has on his behavior and how the patterns in consumer's mind are created. Using qualitative research and its analysis, the thesis tries to expose consumers' attitude toward the health phenomenon, how are the processed and fresh cheeses perceived in terms of health and how the consumption of processed cheese identifies with the concept of a healthy lifestyle. As a method of qualitative research were used focus groups and in-depth interviews. Detailed record
	Cause Related Marketing Effectiveness in Czech Republic Jirsáková, Šárka ; Lhotáková, Markéta (advisor) ; Laschoberová, Libuše (referee) This thesis concerns with effectiveness of cause related marketing, the promotion tool, by which the firm tries to positively influence relations with consumers. In first three chapters the tool of cause related marketing is presented, some examples of successful foreign and also home campaigns are given, and facts about perception and attitudes of American consumers especially the Millenial generation members toward the cause related marketing are placed here. In next four chapters the thesis concerns with own research of attitudes of Czech millenials, analyses the outcomes and compares the differences in answers according to sex, age and the place of living. At the end some contrasts in the attitudes of Czech and American consumers are studied. Detailed record

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