On-line grocery

The main goal of the master´s thesis is to find out the attitude of Czech customers to buy food through the Internet, to evaluate awareness and consumer perception. In the theoretical part, purchasing behavior of consumers is described, and thanks to increasing use of the Internet the changes of consumer behavior in recent years. The Internet is used on a daily basis by most of the population, so the next part is focused on explaining the concept of e-commerce and explanation of the advantages and disadvantages of purchase over the Internet. Then marketing research, its recommended practice and its possible methods with a focus on questioning is described. The practical part focuses on the description of the food market in the Czech Republic and the comparison of the retail units in the Czech Republic and obtaining the information about individual online sellers of food. To accomplish the aim of my work, I used secondary research methods and primary research using my own questionnaire.