Analysis of the organic food marketing - Chain store companies (South Bohemia)

Abstract

The paper deals with the analysis of organic food selling within the chain store companies operating in the region of South Bohemia. The analysis is based on a questionnaire survey done in 2007 the aim of which was particularly to check the organic food selling strategies, product mix, selling conditions and culture in the particular chain store companies, finally at the end to define strengths and weaknesses, opportunities and possible threats. Following the analysis of the lists of offered products, the authors have determined the so-called chain stores of "good practice". These chain store companies are characterized by a quite wide organic food assortment, a developed sales promotion and they try to co-operate with customers and provide them with the needful information on organic foods.