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Analýza spotřebního chování v oblasti Fair Trade výrobků

Publication Date
  • Fair Trade
  • Analýza Spotřebního Chování
  • Znalost Fair Trade
  • Informovanost O Výrobcích Fair Trade
  • Pomoc Výrobcům Ze Třetích Zemí
  • Fair Trade
  • Consumer Behaviour Analysis
  • Knowledge Of Fair Trade
  • Awareness About Fair Trade Products
  • Help Producers From The Third Countries


The main aim of my bachelor thesis ?Consumer Behaviour Analysis in the Field of Fair Trade products? is to determine the level of awareness of consumers in particular categories in the Czech Republic and to analyze shopping behavior in this area of supply. It came out that the majority of the surveyed respondents has never heard of Fair Trade and its products. The group of respondents, which is the most aware of Fair Trade and its products, is younger generation. Most of them knows the essence of Fair Trade. The knowledge of Fair Trade is not a guarantee for consumers to buy these products. This thesis informs that the most common reason for consumers for buying Fair Trade products is to help producers from the third countries and that consumers often buy products in retailed chains. In this thesis you can also find out what Fair Trade products consumers buy the most often, how they are satisfied with them, where they learned about the Fair Trade from or if they know some held events in support of Fair Trade. In conclusion of my thesis I deal with some proposals of an action which would help to expand the idea of Fair Trade among the most citizens of the Czech Republic.

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