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Nákup českých potravín
 Šefčíková, Petra
The aim of the thesis is to become familiar with the purchasing behaviour of consumers on the Czech food market. The main aim of this thesis is to find out how it is possible to facilitate the purchase of food for those consumers who prefer to buy Czech food and at the same time increase their sales. The primary data for this thesis was collected through quantitative research – a questionnaire survey that focused on respondents belonging to Generation X and Generation Y (n = 319). In-depth interviews were conducted (n = 11) as part of the qualitative research. The practical part of the thesis also deals with the observation in selected brick-and-mortar stores and online stores that are focused on food sales. The obtained results are used to create marketing recommendations for Czech food retailers and manufacturers.
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