Analysis of Consumer Behaviour while Purchasing Food during a Crisis

Bc. Adéla Hejnová

Master's thesis

Abstract:

The main aim of the diploma thesis is to examine the impact of the current crisis on the behaviour of Czech consumers when purchasing food. Two regions of the Czech Republic are chosen, specifically the Prague Region and the Ústí nad Labem Region, where the differences between their residents are subsequently determined. The thesis is divided into three parts. In the first part, the differences among consumer, customer and buyer are explained. Furthermore, general knowledge about purchasing behaviour, food and basic concepts of microeconomics are included. The main world economic crises throughout history are also described. The second part of the thesis deals with the evaluation of the survey results in which a total of 546 respondents participated. Five hypothesises are established that are subsequently rejected or accepted using the McNemar-Bowker test and the Pearson's Chi-square test of Independence. The last part of the thesis contains a summary of the results. Whether and possibly how the COVID-19 pandemic and the energy crisis affect the behaviour of the Czech consumer when purchasing food. Based on the findings, recommendations are also proposed for manufacturers, institutions, and marketers.

Keywords

behaviour, crisis, food

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 30. 11. 2022

Obhajoba závěrečné práce

• Vedúci: Ing. Petra Šánová, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / odbor:
Economics and Management / European Agrarian Diplomacy