RELATIONSHIP OF CZECH CONSUMERS TO FOOD QUALITY LABELS

A brand is an important element of integrated marketing communication. The importance of the brand for consumers lies primarily in the easier identification of the product. A brand helps to the better orientation in a wide offer of products, remembering the product and assessing its quality. The brand also plays a very important role in consumer decision-making process in connection with the selection and purchase of food. On the Czech food market there is currently a number of brands that point to different aspects of food quality. In the following text, the consumer's relationship to food quality in the context of food quality labels is analyzed. In addition, factors influencing consumer behavior in the food market are identified and summarized. The results of the research have shown that the Czech consumer is not very well informed about the exact meaning of food quality labels. The main identified factors of food quality are quality, price and composition. Quality food is for Czech consumers especially fresh food and food with the absence of added substances. The label "Klasa" is considered to be the best-known food quality label, on the contrary European brands of food quality seems the least recognizable.