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.

consumer's preferences and wealth (income, resources) are viewed as exogenous quantities in the neoclassical theory. They are not explained in the framework of the model, but they are viewed as the given ones. Methodological individualism, rational behaviour, equilibrium and perfect information of consumer are the further features of this concept. Simple precautions are the necessary condition for model application.Methodological individualism means that the principles of the individual subjects behaviour are the most important determining factors of the model functioning. These subjects act according to maximizing of the total utility in the given conditions. The concept of equilibrium is static. The perfect information precondition need not to be necessary fulfilled because the contemporary concepts of the consumer's behaviour function in the conditions of risk and uncertainty.institutional concepts of consumption are derived from the T. Veblen's theory of the leisure class consumption. The preferences are influenced by the position of the consumer subject in the social hierarchy and by activity of firms. According to J. galbraith, firms can create partially the desires of the consumers. not only the preference, resources and the individual behaviour, but also social institutions are important factors of consumption in the institutionalism concepts. consumption is viewed also as a social behaviour. Psychological aspects of the consumer subjects' behaviour are also important. in the modern concept of consumption, there must be viewed all aspects of it.consumer behaviour is based on the decisionmaking of individuals spending their own resources (i.e. time, money and efforts) in order to obtain the items associated with consumption. This form of behaviour involves the reasons why, when, where, how often and what people buy, how often they use the purchased items, how they evaluate them after the purchase and in which way these factors influence their future purchases (Stávková et al. 2007). MATERIAL AND METHODSModels resulting from the Pareto's equilibrium concept are the basic part of the neoclassical theory Consumer's behaviour on food markets Chování spotřebitele na trhu potravinKarel ŠRÉDL, Alexandr SOUKUP Faculty of Economics and Management, Czech University of Life Sciences, Prague, Czech RepublicAbstract: The article is interested in the problems of consumer's behaviour in the food market and namely the determining factors of his (her) behaviour according to the neoclassical theory approaches and its modern modifications, which are compared here with the concepts of other authors. it also is interested in the possibilities of the marginalist analytical apparatus in the consumer's decision-making.Keywords: cardinalism, ordinalism, neoclassical theory, agricultural products, food markets, marginalist analysis Abstrakt: Příspěvek se zabývá problematikou chování spotřebitele na trhu potravin, činiteli determinujícími jeho chování především podle přístupů neoklasické teorie a jejích moderních modifikací. Jsou p...

As our research has shown, the number of foreign tourists visiting Czechia rose in the period between 2012 and 2017, as did hotel occupancy and accommodation prices. The growth of the local economy, the new airlines from Asia and the USA to Prague, and the perception of the Czech metropolis as a safe destination, played a big part in it. Compared to other accommodation facilities, the number of 5- and 4-star hotels is still growing in Czechia, thus better meeting the needs of demanding tourists. According to experience and statistical data, these are non-European tourists and tourists with above-average income. The growth in the number of these tourists had a strong influence on the increase in the number of hotels and the increase in the capacity of the highest-category hotels. Building new, quality hotels, and renovating historical buildings to a higher standard to provide an outstanding experience for foreign tourists staying in Czechia, can contribute to achieving the sustainability of the tourism sector in the country. Also mentioned is the current impact of the coronavirus pandemic on tourism in Czechia. A statistical analysis of time series of indicators and hypothesis testing were the main methods used in the study.

Abstract:The article is interested in firm behaviour in the conditions of monopolistic competition and it shows the possibilities of the analysis of the firm behaviour in profit maximizing using the space model created by the contemporary microeconomic theory. This form of imperfect competition is often prevailing in the real environment.Key words: monopolistic competition, firm, price, equilibrium, space differences Supported by the Ministry of Education, Youth and Sports of the czech republic (Project no. MSM 604607090 -Economics of resources of czech agriculture and their efficient use in frame of multifunctional agri-food systems).

Theories that are based on the neoclassical basis such as expected utility theory or the theory of efficient markets assume rational choice of subjects in the sense of an optimal choice according to the criteria of neo-classical economics. Behavioral theory such as prospect theory assumes limited rationality in the choice of subjects. In this research the problem of choosing subjects is treated differently. The aim of this paper is to attempt a comparison between two basic approaches of contemporary economic theories that are applied in the financial markets, but also in other spheres of economic activity (public economics).