Marketing promotion of organic food in the Czech Republic

Bc. Denisa Schreiberová

Diplomová práce

Abstract:

This diploma thesis is dealing with the current topic of organic food promotions using marketing tools. The objectives of this thesis are to analyse consumers' attitude towards organic food in the Czech Republic, which influence them when they are buying organic food. Another objective is to give a recommendation to organic food sellers which can be improved in a marketing promotion.The theoretical part explains terms such as marketing, marketing promotion, organic food, and organic food market. It presents what researches have been already made about the organic food market in the Czech Republic.The practical part of this diploma thesis analyses a self-constructed questionnaire about consumers' attitude, and it observes the situation on the organic food market in the Czech Republic. In the second part, it compares marketing promotion techniques of organic food sellers in small shops and in supermarkets and gives them a recommendation for improvement.The conclusion involves the evaluation of data obtained during the research which are used as a foundation for a recommendation for organic food sellers.

Keywords

marketing, marketing promotion, marketing mix, organic food, organic food market, consumer behaviour, market research

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 18. 3. 2019

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / European Agrarian Diplomacy