Analýza známosti značky společnosti na trhu čerstvých ovocných a zeleninových šťáv

Abstract

This submitted bachelor thesis analyzes the brand awareness of the UGO Juice Bar, particularly in the area of Ostrava city. It dealt with the analysis of immediate brand recall as well as aided awareness of the brand. The marketing research was performed by the method of personal enquiries which took place in three areas, namely the shopping centre Futurum, in the surroundings of the shopping centre and in more distant localities. The main objective of this thesis was the analysis of the UGO brand recognition. There were two secondary objectives, the first secondary goal was to analyze the UGO Company customers’ behavior and the other secondary objective was to analyze the perception of the UGO brand by its customers.