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A B S TR A C TThis article concerns the way bee products are perceived by customers. It is mainly focused on honey, which is considered the main output product of beekeeping. Beekeeping is a very popular activity in the Czech Republic. Based on current data there are over 48 thousand people engaged in beekeeping in the Czech Republic. Hand in hand with the increasing number of beekeepers the popularity of bee products -especially honey -among Czech consumers is also growing. Recently, the consumption of honey in the Czech Republic has been slightly increasing. A big problem today is that honey sold in Czech supermarkets is frequently falsified. At the same time, it is increasingly popular to buy honey directly from beekeepers. The aim of this research was to describe the situation about the honey market in the Czech Republic, and also to examine the relationship between consumers on the one hand, and honey/beekeepers on the other. We have also considered customer's trust in organic honey and honey sold in supermarket chains. Results show that consumers view bee products as generally healthy and prefer to buy bee products from a beekeeper because of greater convenience as locally sourced honey is perceived to be of higher quality. The majority of consumers agree with paying a higher price for a product of higher quality. The article confirmed the hypothesis that most people think that bee products sold by a beekeeper are healthier than those bought at ordinary shops.

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This paper discusses a new trend in marketing communication represented by a new generation of YouTubers. The target group, young people aged 12-16, is absorbed in following the YouTubers who set the trends in shopping; not only what one should buy but also when. There is often some kind of cooperation between the YouTubers and some of the well-known companies that provide sample bags with their products for the YouTubers for free. This paper analyzes the Czech YouTube environment, YouTube blogs from channels in English and the results of a questionnaire survey which was conducted on a sample of students who could be described as the Generation Y.

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