Consumer Purchasing Behaviour in Relation to Dietary Habits When Choosing Breakfast

In the diploma thesis, we define consumer purchasing behaviour in relation to dietary habits when choosing breakfast. In the theoretical part of the diploma thesis, we present consumer purchasing behaviour and the factors that shape and direct purchasing behaviour. Shopping is an important part of their everyday life – the products we choose and the way we use them have a significant impact on their lifestyle. The research primarily aimed to determine whether people are aware of the importance of healthy eating and regular breakfast consumption. Furthermore, they investigated what people most commonly eat for breakfast, whether they eat breakfast at all, what they think about breakfast cereals, and which factors are decisive when choosing cereals.

Problem

In the diploma thesis, we define consumer purchasing behaviour in relation to dietary habits when choosing breakfast. In the theoretical part of the diploma thesis, we present consumer purchasing behaviour and the factors that shape and direct purchasing behaviour. The fact is that all people are consumers from early childhood.

Solution and Method

Shopping is an important part of their everyday life – the products we choose and the way we use them have a significant impact on their lifestyle. This is particularly important with food products, as everything we put into our bodies affects their health and well-being. In the empirical part of the diploma thesis, we define the importance of healthy eating and consumers' dietary habits when choosing breakfast.

Results

The research primarily aimed to determine whether people are aware of the importance of healthy eating and regular breakfast consumption. Furthermore, they investigated what people most commonly eat for breakfast, whether they eat breakfast at all, what they think about breakfast cereals, and which factors are decisive when choosing cereals. They also researched what the range of breakfast cereals on the Slovenian market is like.