Pet CBD market in the Czech Republic

Klára Bambasová

Diplomová práce

Anotace:

The focus of this thesis is on CBD (cannabidiol), a substance extracted from cannabis, and its perception amongst Czech society. The subject is first viewed from the global dimension, after which the focus concentrates on the local dimension and the point of view of the Czech citizen and/or potential consumer. The perception of CBD is being examined through research performed for the ultimate purpose of finishing the thesis. Further attention is being paid to the social aspects as well as to the legal aspects, concerning the usage and sales of CBD products. All of the previously mentioned steps build up a path to the goal: to be able to suggest the ideal marketing communication for Releaf s.r.o.

Abstract:

The focus of this thesis is on CBD (cannabidiol), a substance extracted from cannabis, and its perception amongst Czech society. The subject is first viewed from the global dimension, after which the focus concentrates on the local dimension and the point of view of the Czech citizen and/or potential consumer. The perception of CBD is being examined through research performed for the ultimate purpose of finishing the thesis. Further attention is being paid to the social aspects as well as to the legal aspects, concerning the usage and sales of CBD products. All of the previously mentioned steps build up a path to the goal: to be able to suggest the ideal marketing communication for Releaf s.r.o.

Klíčová slova

CBD produkty, Vnímání CBD, Marketingová komunikace

Keywords

CBD products, Perception of CBD, Marketing communication

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 25. 8. 2021

Obhajoba závěrečné práce

• Obhajoba proběhla 30. 9. 2021
• Vedoucí: Tomáš Ryška
• Oponent: Andrea Escobar Rios

Vysoká škola ekonomická v Praze

Magisterský studijní program:
International Management