Analýza postojů spotřebitelů ke značce na trhu ciderů

Abstract

The diploma thesis dealt with the analysis of consumer attitudes to the brand on the cider market, specifically the F.H. Prager brand, which is part of the Kofola company. The thesis was divided into a theoretical and a practical part. The theoretical part defined the basic terms such as consumer behavior, consumer attitudes and brand characteristics. In the practical part, the research results were analyzed, taken from primary data. This data was obtained using an online questionnaire survey. In addition, pre-defined hypotheses were verified within the research. Subsequently, these data were processed in the Microsoft Excel software. Suggestions and recommendations were made based on the research results.