Analýza vnímání značky na trhu slaných snacků

Abstract

The thesis analyzes consumer perception of the brand Strážnické chips in Czech Republic. Particular targets of the thesis deal with knowledge and preferences brands chips of the Czech consumers, with the general attitude to chips and factors that are important when consumers make decisions to purchase. Theoretical part of thesis deals with brand management. Third chapter describes the Petr Hobža Company and its historical development, marketing mix, meso and macro environment. Brand perception was examined by questionnaire in Ostrava. Results were analyzed through the first-class test, second class test and statistical tests such as One-Sample Test and Chi-Square Tests. Results demonstrate that brand Strážnické chips is generally known and its attributes are perceivedquite positively. At the end of the thesis marketing communications, which allows Strážnické chips brand to maintain awareness and increase its purchase, is described.