Správanie spotrebiteľa pri nákupe cukroviniek vo vybranej lokalite

The bachelor thesis deals with consumer behaviour on the confectionery market in the South Moravian region. The primary data collected from questionnaire survey were analyzed in order to identify main reason for the purchase of confectionery. Furthermore, the factors and their impact on the consumer's purchasing decision for specific categories of confectionery were determined. Research is focused on three categories of confectionery; chocolate-free sweets, chocolate and biscuits. Based on the results recommendations are suggested for subjects that operate on this market