Consumer preferences when shopping at farmers' markets

The master´s thesis characterizes farmers´ markets and their development, supervisory authorities which are linked with the farmers´ markets, the codex of farmers´ markets and the basic signs of quality. The main aim of the thesis is to identify the preferences and the buying behaviour of consumers who buy food on farmers´ markets and consecutive formulation of recommendation for sellers and producers of the original Czech food products who implement their goods on farmers´ markets based on the findings. The consumer's preferences survey was implemented by a direct interrogation through questionnaires. All age groups were included in the survey. There were 172 questionnaires which were filled and the data were processed to charts and tables and were evaluated through Microsoft Excel. Then an analysis of the dependency of chosen signs was done. The analysis was done using the x2 test of the independency in the IBM SPSS Statistics software and following confirmation or refusal of the hypothesis which were stated in advance. The findings show that the most visited farmers´ markets are the markets on Náplavka. The consumers who participated in the survey prefer the quality of the goods, the freshness of the goods and their own experience the most. The goods which the consumers buy the most often are fruits, vegetables, pastry, milk and dairy products