Analýza postojů spotřebitele ke značce maloobchodního řetězce
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Vysoká škola báňská – Technická univerzita Ostrava
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Abstract
The bachelor thesis deals with the analysis of consumer attitudes towards retail brand. The theoretical part describes the models and factors influencing consumer behaviour, purchase decision-making process, characterizes and analyzes Lidl company through SWOT analysis. The aim of the practical part was to find out consumers' attitudes towards the Lidl brand by means of a questionnaire survey. At the end of the thesis you will find recommendations for the company.
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Consumer behaviour, consumer attitude, purchase decision process, consumer black box, marketing mix, SWOT analysis.