Analýza postojů zákazníků ke značkám sypaných čajů

Abstract

Subject of this diploma thesis is devoted to brand marketing concept focusing on potencial and current customer position to three selected brands of loose tea. On the theoretical level, thesis define the brand in marketing terms and it´s individual atributes, and also examine the role of brand in customer´s purchasing decision and customer attitudes to the brand. Finally, thesis is engaged in brand value for customers. After that follows loose tea splitting and short characteristics, the next is mentioned dicription of world tea production and tea producing regions as well there are findings of czech tea culture evolution. As the end of this chapter, the key companies of loose tea market are stated. Research part involves mainly the research analysis focused on the customer perception of loose tea brands, followed by a proposal of measures to be taken by companies for each certain brand.