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The Masters Thesis follows up with the development of the retail store of farm food in South Bohemia by using marketing tools. The theoretical part of the thesis defines market, basic marketing tools and customer. It further analyses a situation of farmers market and farm food in Czech Republic. The application part focuses on the development of the retail store in Tábor in South Bohemia. It analyses each marketing tool the owner of the store uses to keep a relationship with his customers. At the same time to make connection towards to new customers. The conclusion provides data evaluation from certain marketing tools and activities.

This thesis deals with consumers, who buy farm food in Prague and its surroundings. The aim of this work is to find out the awareness and attitudes of consumers in Prague about the possibilities of purchasing farm food, to evaluate the place and frequency of the purchase and their motivation to buy. The theoretical part defines the farmers' markets, their history, the code, the process of establishing the market, the differences between farm and organic food and other forms of farm food sales. On the basis of the questionnaire survey and the results processed in the practical part, the differences in consumer behavior of women and men in different age categories are identified, who is a typical consumer and what preferences he or she has. Based on the final summary, this thesis suggests some solutions and recommendations on how to change the situation for the better.

The thesis deals with the current situation of organic food and farmers food in Brno Region. These products have become more and more popular thanks to the way of their production (organic food) and a possibility of a direct contact with their producers (farm food). The work focuses on the origin of organic and farmers products in selected shops as well as on consumers preferences and motivations to buy these products evaluated from the data gathered in a questionnaire survey (150 respondents). The detailed analysis and evaluation of the data obtained in the survey mentioned above show that some of the concerned shops have the same contractors, which may be a result of the fact that their products are popular with customers and/or they produce enough to meet the demands of the market. The organic products are bought by 81,4 % and farmers products by 85,3 % respondents. In many cases organic products are at the same time local farmers products. Yard sales, box sales and farmers markets are among the most popular forms of sale. The respondents go to the farmers markets to buy both organic products (64,2 %) and farmers products (64,2 %). Despite the growing popularity of these products, I assume that there is still a lot of research work to be done and a necessity to provide the public with unbiased information on their quality.