Analýza vnímání značky na trhu s drogistickým zbožím

Abstract

The theme of the bachelor thesis was analysis of brand perception on the drugstore market. The main target of the bachelor thesis was to analyze the perception of private label Balea offered by Dm Drugstore Markt, s. r. o., determine why customers buy or do not buy products of this brand and analyze satisfaction with the brand, as well as to determine which pruduct lines of brand Balea customers buy most often. The operational target was to find out customer’s views on the possibilities of innovation and which brands are the greatest competition. Personal interviewing was used as marketing research method. The results of the analysis showed that brand Balea is perceived as well-known and most customers buy this brand because of the product‘s price. Customers rated product quality as average. Respondents who said that they do not buy products of brand Balea justified that the reason is they prefer proven products. The most frequently purchased product line is a „body care“. The biggest competition for the brand Balea is brand Nivea. Customers would welcome innovation in the form of a line extension.