Chování spotřebitele na trhu s doplňky stravy – Bc. Zuzana Vostalová
Bc. Zuzana Vostalová
Master's thesis
Chování spotřebitele na trhu s doplňky stravy
Consumer behaviour in the dietary supplement market
Abstract:
Diplomová práce se zabývá chováním onkologických spotřebitelů na trhu s doplňky stravy v České republice. Cílem práce je identifikovat faktory, které nejvíce ovlivňují tento specifický segment během nákupního rozhodovacího procesu a na základě zjištěných faktorů formulovat doporučení pro podnikatelské subjekty, jak na vybraný segment cílit pomocí etické a efektivní marketingové komunikace. Literární …moreAbstract:
The diploma thesis deals with the behavior of oncology consumers on the market of dietary supplements in the Czech Republic. The goal of the thesis is to identify the factors that most influence this specific segment during the purchase decision-making process and based on the identified factors, to formulate recommendations for business entities on how to target the selected segment using ethical …more
Language used: Czech
Date on which the thesis was submitted / produced: 16. 5. 2024
Thesis defence
- Date of defence: 20. 6. 2024
- Supervisor: doc. Ing. Ing. Lea Kubíčková, Ph.D.
- Reader: Jana Stávková, CSc.
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Mendelova univerzita v Brně, Provozně ekonomická fakultaMendel University in Brno
Faculty of Business and EconomicsMaster programme / specializace:
Economics and Management / Marketing and Trade
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