Identifikace postojů zákazníků k oděvní značce

Abstract

The theme of this bachelor thesis is the identification of customer attitudes to the clothing brand Peek & Cloppenburg. Peek & Cloppenburg is the international chain of retail trade stores with fashionable goods on high level. The research is conducted for store in the shopping centre FORUM Nová Karolina in Ostrava. The main aim of the thesis is to identify attitudes of customers to the clothing brand Peek & Cloppenburg. Furthermore, to find out acquaintance and popularity of the brand Peek & Cloppenburg, to get information about knowledge of range and to define the biggest competitive brands for the store Peek & Cloppenburg in Ostrava. The content of the thesis is divided into theoretical and practical part. The theoretical part describes the theoretical basis of customers behaviour and the characteristics of the company Peek & Cloppenburg. The practical part contains the marketing research methodology and analysis of the research results. The data was collecting via an electronic survey. Based on the results of the analysis there were suggestions and recommendations, which should lead to improvements of awareness about the brand and of goods and services that offer store Peek & Cloppenburg in Ostrava.