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The influence of marketing on the customer at food choices
VANIŠOVÁ, Hana
The thesis deals with the influence of marketing on the customer in the choice of food. It examines whether the influence of marketing prevails over customer´s own judgment about the choice of appropriate food for daily use in terms of monitoring its nutritional composition. The theoretical part deals with the basics of marketing, with a lot of attention being paid to food goods, food labeling, nutrition and the quality of food products, which can greatly affect the quality of life. The research was conducted through a questionnaire survey. The obtained data are processed in the form of tables and graphs, supplemented with verbal commentary. The validity of the set hypotheses is statistically evaluated and processed. Based on the results of the research, at the end of the thesis, the factors influencing the purchasing decision and the individual preferences of the respondents in the food selection are evaluated. The appendix provides an overview of practical information and general advice that should help shoppers to make choices when purchasing basic foods and to better understand the information given on individual product packaging.
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