Analýza postoje maloobchodníků k maloobchodním značkám

Abstract

The thesis deals retail brand which is very actual and discussed theme in retailing for today. However, considers retail brand from retail management point of view. The total shopscore index and the qualitative analyse are used for analysis of retail management attitude to private labels in the Czech retail market. The individual attitudes are analysed in detail on the basis of the results from primary research and finally the recommendation for management of single retail chains are described at the conclusion of the thesis.