Analýza preferencí značky na trhu notebooků

Abstract

The aim of the graduation theses was to analyze Brand Preference on the Laptop Market and suggest possible solutions and improvements for these brands. The contents of the first chapter are characterization of laptop market environment. The second chapter deals with theoretical ways out for brand, brand perception, where there are defined and described individual signal elements. A methodic part of my diploma work is described in the third chapter. In the fourth chapter the analyses of brand preference on the laptop market are made, using marketing questionnaire tools. The final chapter of my theses is dedicated interpretation and suggestions for marketing department. I suggested possible solutions and improvements that can raise laptop brand preference and profit as well.