FACTORS AFFECTING CONSUMER'S FINAL DECISION WHEN BUYING FOODS IN THE CZECH REPUBLIC

In the foods market in developed countries there is a wide range of products of different quality levels from various producers. Thus a potential customer has to decide what products to buy, in relation to their income limits. There can be various factors, affecting this decision-making process. The objective of this paper is to evaluate the impact of factors, affecting consumer's final decision when buying foods in the Czech Republic. The theoretical framework of submitted paper was carried out by means of scientific and professional papers and supported by contemporary information coming from relevant Internet resources. The method of studying documents was used. The primary data was obtained by means of quantitative research, using a questionnaire survey. In the whole amount of respondents (n=1220) there were 47 % of men and 53 % of women. They were 18-year-old and older inhabitants from general population living in the Czech Republic. The questionnaire survey was conducted in autumn 2016. The results show that when buying foods, the respondents make the final decision according to the following significant factors: price (59 %) and pleasure (35 %). The responses "the awareness of food ingredients" and "the importance to health" were chosen by one third of respondents approximately, and the response "the food origins" was chosen by one fourth of respondents approximately. The objective of this paper is to evaluate the impact of factors, affecting consumer's final decision when buying foods in the Czech Republic. Based on the questionnaire survey, it can be stated that Czech customers are interested in quality of foods when buying them, nevertheless, the price is the main factor in their decision-making process.