Vnímání spotřebitelu na biopotraviny v Arménii

Organic sector has been acknowledged as one of the prominent ones in Armenia. In spite of that not enough data has been collected to apprehend the attitude of buyers present in the country. This master’s thesis is targeted to examine the Armenian consumers perception of organic/bio food. The main objective was to uncover the current situation in the country, to see what the level of awareness among Armenian citizens is and based on the discoveries purpose guidance to which direction this market can move in order to utilize its potential. The results of research illustrated an interest toward organic food, however the insufficient degree of informative background was apparent throughout the study. This hindering factor was regarded as one of the main causes for distrust towards products labelled as bio. Based on the obtained picture, the core objectives mentioned earlier were achieved by finding out the potential cluster of people. And according to that marketing communication actions were proposed.