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Consumers‘ behaviour analysis within the organic food market
Kagan, Aleksandra ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
The aim of this thesis is to perform marketing research of consumer behavior in the market of organic food through the suitably questionnaire. The research focuses on the questions - what is the source of information about organic food, whether and why consumers buy organic food, how often consumers buy organic food, what is the average monthly expenditure for organic food, what is the most popular place for purchasing organic food, what is main critical points in selecting of organic food, which factors are barrier for purchase, etc. The results of the research confirm that organic food is well known for most of consumers, but lower than half of consumers which purchasing it, either because of high cost or because of mistrust.
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