Spotřební chování na trhu s doplňky výživy pro sportovce

Pekárek, O. Consumer behaviour on the market with sports nutrition supplements. Diploma thesis. Brno: Mendel University, 2020. This thesis deals with the consumer behaviour of generation Y on the market with sports nutrition supplements. The aim of the thesis is to identify factors that influence consumer behaviour on the market of sports nutrition supplements and based on those, set recommendations for subjects operating on the market. The fulfilment of the objective is preceded by the analysis of secondary data, which is mainly focused on the examination of the sports nutrition supplements market in the Czech Republic and the European Union. This is followed by primary research using a questionnaire survey which reveals factors influencing consumer behaviour on the market of sports nutrition supplements. The acquired data are used to create segments based on which are recommendations for subjects of the market being formulated