Role vybraného řetězce maloobchodních prodejen v podpoře regionální produkce

The aim of my bachelor thesis is to characterize and assess the role of My food Market, s. r. o., company in supporting and creating opportunities for market evaluation of regional production. The theoretical part sums up the current trends on the food market and consumer demand analysis methods, based on the study of expert literature. The practical part focuses on: (1) description of activities and strategy of My food Market, s. r. o., as well as analysis of the share of regional products in the product assortment; (2) primary research of opinions and preferences of customers shopping in this retail network with the aim of defining the profile, preferences and interest of customers regarding regional food. The survey was carried out by means of questionnaire research