Analýza postojů spotřebitelů k privátním značkám

Abstract

The aim of bachelor thesis is analysis of customer’s attitudes to private brands. Method of written questioning was used for this marketing research. 165 respondents were questioned in total. It was people from Frýdek-Místek and students from Faculty of Economics VŠB-Technical University of Ostrava. The bachelor thesis has seven chapters. Chapter one is introduction. Second chapter is about private brands categories and characteristic of private brands market in Czech Republic and Europe. Theoretical of consumer behavior is described in third chapter. In the fourth chapter examine the methodology of data collection. Evaluation of customer’s attitudes to private brands is in chapter five. Chapter six is about suggestions and recommendations. The last chapter is the conclusion.