Analýza postojů spotřebitelů k privátním značkám

Abstract

This thesis was focused on the analysis of consumer attitudes towards private labels. The aim of this study was to determine which respondents hold positions in the age category 20 to 30 years. The part of charakteristic is described by retail market in the world, Europe, and of course in the Czech Republic. The theoretical part defines the brand and its meaning. The practical part includes marketing research methodology and subsequent analysis of the findings. As a qualitative research instrument was elected a focus group. In conclusion, Iidentify factors that influence attitudes towards private brands and designs that could lead to a more positive perception of private labels.