“…Review of a current state of the art using articles and studies of other authors point out at following factors within their influence on customer behaviour and preferences, namely the level of food literacy, product knowledge or purchasing power (Dudek, 2019;Erokhin, 2017;Ronto, Ball, Pendergast & Harris, 2016;Savelli, Murmura, Liberatore, Casolani & Bravi, 2019;Suchánek & Králová, 2019). Companies respond to these factors by identification of changes in established consumer behaviour in order to maintain their competitiveness that can be measured among all by financial performance indicators.…”