Vnímání značky na trhu alternativních tabákových produktů

Abstract

The topic of the diploma thesis is Brand Perception on the Alternative Tobacco Products Market. The aim of the diploma thesis is to identify, how consumers perceive the brand on the Czech alternative tobacco products market. The sub-objectives focus on the factors that influence consumers when buying tobacco products, preference and favourite brand, and the knowledge of the brand itself. The needing data for the analysis were obtained by using a questionnaire survey. The results of the analysis show that the brand is well known and successful on the Czech market.