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Analysis of the segment of LOHAS consumers in the Czech market
JANDOVÁ, Lucie
This final thesis deals with an analysis of segment of LOHAS (Lifestyles of Health and Sustainability) consumers on the Czech market. It investigates the existence of the consumer life style LOHAS, specifically in the South Bohemian region, which has been confirmed. Further it focuses on the main characteristic features which are typical for this segment. One of them primarily is the focus on proven brands, quality, design, smaller packaging of the products and responsible production of products preferably by local producers. It also addresses the fact the ?Lohasians? live in the area of the south Bohemia, they prefer foodstuffs/drinks based on natural sources and energetic efficient electrical devices. They think in an ecological and modern way, they like walking and while travelling they like not only having fun and enjoy adventure but they also like nature and its protection. At the same time the thesis provides information the south Bohemian followers of LOHAS are still influenced by price, marketing and sudden impulses. They don?t tend to use e.g. solar panels or hybrid cars either. It explains as well that it?s the consumers in the first place who are numerously represented in the age category over 56 years. Finally it deals with recommendations which the producers should follow if they wish this segment of consumers with large potential to be addressed.
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Consumer Behaviour Analysis in the Field of Fair Trade products
HANZALOVÁ, Dana
The main aim of my bachelor thesis ?Consumer Behaviour Analysis in the Field of Fair Trade products? is to determine the level of awareness of consumers in particular categories in the Czech Republic and to analyze shopping behavior in this area of supply. It came out that the majority of the surveyed respondents has never heard of Fair Trade and its products. The group of respondents, which is the most aware of Fair Trade and its products, is younger generation. Most of them knows the essence of Fair Trade. The knowledge of Fair Trade is not a guarantee for consumers to buy these products. This thesis informs that the most common reason for consumers for buying Fair Trade products is to help producers from the third countries and that consumers often buy products in retailed chains. In this thesis you can also find out what Fair Trade products consumers buy the most often, how they are satisfied with them, where they learned about the Fair Trade from or if they know some held events in support of Fair Trade. In conclusion of my thesis I deal with some proposals of an action which would help to expand the idea of Fair Trade among the most citizens of the Czech Republic.
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Consumer Behaviour Analysis in the field of Fair Trade products
JANDOVÁ, Lucie
The topic of this bachelor thesis is analysis of consumer behaviour in the field of Fair Trade products in the Czech Republic. It investigates the extent of awareness of consumers about Fair Trade products and analyzes purchase behaviour in this area of Supply which is dependant on the age of consumers. Younger generation is more aware of such designated products, however, doesn{\crq}t buy them up to such extent like the elder generation. Further it strives to point at the fact that consumers are not sufficiently informed about Fair Trade and about its goals. Therefore products are not being bought in such extent. At the same time the thesis brings information that Fair Trade products are bought namely due to help to other people. It also solves type questions: "What products are bought the most?", "Where products are bought the most?" or "Are the consumers satisfied with them?". Finally the thesis deals with suggestions for improvement of current status which dominates in the Czech Republic.
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