Lebensmittelvermarktung im internationalen Wettbewerb

This study examines consumers' preferences for origin and specifies conclusions and recommendations for marketing strategies and communication policies aimed at promoting domestic food production. The theoretical section of the work focuses on consumer behavior processes from both psychological and marketing perspectives, providing a comprehensive theoretical overview of topics such as consumer behavior, image, origin, and country-of-origin. Additionally, it explains the framework for agricultural marketing and origin-related marketing measures, as well as the initial situation for marketing food with a specific origin. The analysis is directed at the country of Slovakia. The secondary analysis of the agricultural markets in the Czech Republic, Poland, and Hungary serves as the basis for improvements and new proposals for origin-related marketing measures. The researched results subsequently lead to the development of recommendations, expansion, and improvement proposals for the support program for domestic food products.