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"The other" geography of alternative food networks: farmers' markets as a travelling concept
Fendrychová, Lenka ; Chromý, Pavel (advisor) ; Kostelecký, Tomáš (referee) ; Pauknerová, Karolína (referee)
Boom of the farmers' markets in 2010 represented a brand new phenomenon in the so far rather calm development of the Czech alternative food networks (AFNs). Unprecedented was the extent of political support at the local and state level as well as the interest of media and consumers. My PhD project originates in the desire to understand this phenomenon. I realized qualitative research of practice and discourse of the farmers' markets in the territory of Prague metropolitan area (PMA) during the years 2011 and 2012. The main research methods included interviews with organizers, observation at the markets, and the content analysis of the mass media. In the course of the research it became obvious that the current academic discourse, rooted primarily in the Anglo-American context, cannot be applied to the Czech reality. Also, the specific features of the farmers' markets in the PMA could only partially be explained by the differences between the Czech post-socialist context and "the West". An interpretation of the boom of farmers' markets in the PMA, consistent with the results of my research, was only enabled by an innovative approach which combines the concept of the travelling theory, postcolonial sensitivity to the mutual relations between source and target contexts, and the findings of the studies...
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Farmers markets
Mládková, Martina ; Zamazalová, Marcela (advisor) ; Koudelka, Jan (referee)
This thesis deals with consumers, who buy farm food in Prague and its surroundings. The aim of this work is to find out the awareness and attitudes of consumers in Prague about the possibilities of purchasing farm food, to evaluate the place and frequency of the purchase and their motivation to buy. The theoretical part defines the farmers' markets, their history, the code, the process of establishing the market, the differences between farm and organic food and other forms of farm food sales. On the basis of the questionnaire survey and the results processed in the practical part, the differences in consumer behavior of women and men in different age categories are identified, who is a typical consumer and what preferences he or she has. Based on the final summary, this thesis suggests some solutions and recommendations on how to change the situation for the better.
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"The other" geography of alternative food networks: farmers' markets as a travelling concept
Fendrychová, Lenka ; Chromý, Pavel (advisor) ; Kostelecký, Tomáš (referee) ; Pauknerová, Karolína (referee)
Boom of the farmers' markets in 2010 represented a brand new phenomenon in the so far rather calm development of the Czech alternative food networks (AFNs). Unprecedented was the extent of political support at the local and state level as well as the interest of media and consumers. My PhD project originates in the desire to understand this phenomenon. I realized qualitative research of practice and discourse of the farmers' markets in the territory of Prague metropolitan area (PMA) during the years 2011 and 2012. The main research methods included interviews with organizers, observation at the markets, and the content analysis of the mass media. In the course of the research it became obvious that the current academic discourse, rooted primarily in the Anglo-American context, cannot be applied to the Czech reality. Also, the specific features of the farmers' markets in the PMA could only partially be explained by the differences between the Czech post-socialist context and "the West". An interpretation of the boom of farmers' markets in the PMA, consistent with the results of my research, was only enabled by an innovative approach which combines the concept of the travelling theory, postcolonial sensitivity to the mutual relations between source and target contexts, and the findings of the studies...
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Media Representation of Farmers'Markets
Pokorná, Kateřina ; Macků, Lucie (advisor) ; Zábrodská, Kristina (referee)
The aim of the thesis "The media image of farmers' markets" is to describe the development of the media image of Prague farmers' markets, as presented by MF DNES in 2010 and the first half of 2011. The research was carried out using a combination of quantitative and qualitative analysis and of a survey among the market shoppers. The result is a comparison of the three analyzed periods and focuses on an evaluation of the phenomenon of farmers' markets and presentation of the problems that accompanied them. The analysis showed that the media image in 2010 was uncritical. Articles about farmers' markets were distinctly favorable, showing only positive feedback. Markets were also associated with policies of the respective Prague districts, which were given credit for establishing them. Although the daily began to report on problems of the markets in the first half of 2011, survey among the shoppers showed that negative messages did not affected their shopping behavior and confidence in markets.
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Modern approaches to the city development planning and conceptions
Kostelecká, Lenka ; Khendriche Trhlínová, Zuzana (advisor) ; Kouřilová, Jana (referee)
The thesis introduces chosen initiatives that reflect the changing atmosphere and social values of population in the economically well-developed part of the world. The change in the social values is a consequence of deepening socio-cultural and economic interdependence of the regions and the cities in the globalised world. Main presumptions of successful implementation of the initiatives are analysed in order to confront it with the environment of the Czech cities. The main objective of the thesis is an evaluation of the readiness for the usage of these new initiatives in the current Czech city development. There is a visible change in social values among the Czech population under way, however that is typical for its hedonic character. Most of the presumptions are more or less fulfilled with the regional differences. Some of the initiatives have even already been successfully implemented with the positive impact on the environment. Therefore further involvement of similar initiatives could be expected in the future.
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Strategic analysis
Jonášová, Monika ; Krause, Josef (advisor) ; Tyll, Ladislav (referee)
The goal of this Master's thesis is to conduct a strategic analysis the farmers markets in Czech Republic, with the emphasis on external analysis. The core of the analysis is composed of two main parts. The first one is the theoretically-methodological part, which sets the basic terms, methods of the stratgic analysis and definition of the SWOT analysis. The second part is devoted to aplication of the external analysis methods to the farmers markets, revealing threats and opportunities and proposal of the strengths, which the new farmers market should have and also defining the weaknesses which should be avoided. It also mentions a strategy of penetrating this sector of the industry by a new subject and intrudoces the strategy for foreign farmers markets. The final part of this work is devoted to comparison of Czech and foreign strategies and prognosis of the development of the farmers markets.
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