Analýza vnímání značky HUAWEI českými studenty

Abstract

The aim of this diploma thesis is the analysis of Huawei awareness and perception, including possible suggestions for the increase or building the brand awareness. The minor aim of the diploma thesis is the analysis and identification of key attributes leading to its purchase. The attention is paid to the Huawei Consumer division and its operating on the Czech market. Using the theory of brand management, a marketing research was carried out by means of a focus group discussion and a computer assisted web interview. The research was focused on the mobile phone brand awareness and perceptions with the emphasis on Huawei and the key attributes essential for its purchase by Czech students. The research results driven proposals and recommendations cover a possible increase or building of Huawei awareness, including the identification of key attributes which are the most significant for the purchase intention.