Analýza vnímání maloobchodní značky

Abstract

The title of the bachelor thesis is „Perception Analysis of Private Label“. The aim of this thesis was to find out, if consumers prefer to buy private brands. What they have consciousness and attitudes to private labels commonly and as well as in the concrete in retail chain Globus and their private labels Globe and Globus.

This work is was dividend into five parts.

In the first part is closely characterized private market in the foreign and in the Czech Republic.

The second chapter focused on theoretical label commonly and on private labels. This part contains characteristic of company Globus ČR, k. s. and are introduced individual private product lines Globe and Globus.

The following third part describes data collection metodology for the marketing research.

In the fourth part are marketing research results, who was done on the basis of colection primary information, which were found personal questioning by means of questionnaire. Results of research were expressed in the tables and in the graphs.

In the last part this bachelor work are research results applied in following suggestions and recommendation for better merketability Globus´s brands.