摘要：The purpose of this study is to express changes in consumer preferences for certain food products due to the income growth of the population, and to specify the way producers or retailers of these commodities respond to the changes in customer choices. The methodology of this study is based on comparing the economic model of consumer behavior in the market to the analysis of demand elasticity, together with its practical application to food products of the same brand offered by multinational chains in Czechia and Germany. The study presents a new survey, including a comparison of the quality and safety of food products offered by retail chains in Czechia and Germany, and a comparison with similar bio-quality products offered by Czech farmers in their shops or at farmers’ markets. As the comparison indicates, unless multinational producers change their current behavior, consumers will prefer purchasing products from Czech producers, including products offered at farmers’ markets, and shop in neighboring countries where higher-quality original products may be found.
