Segmentace spotřebitelů na trhu se zdravou výživou

The diploma thesis turns to consumer segmentation on the healthy food market. The purpose of its thesis is identification of consumer segments on the healthy food market and determination of recommendations for sellers on this market. For the processing of the thesis there are used marketing techniques of quantitative and qualitative research. The quantitative research is carried out by questionnaire survey. After the questionnaire survey is done cluster analysis for identification of particular segments. The qualitative research is realized to obtain more information about segments. Qualitative research is made by in-depth interviews. The output of this diploma thesis is identification of five segments on the healthy food market and determination of the recommendations for seller on this market