Analýza postojů zákazníků k maloobchodní značce

Abstract

The Dissertation is Elaborated on the Theme: "The Analysis of Customer Attitudes to the Private Brand" Specifically, the Private Brand Globus, which is Offered on the Czech Market since October 2009. Store or Private Labels are a Relatively Newly Created Category Brands. They Serve to Designate Goods which Distribution Channel (Usually Retail) Buys from Producers and Offers them for Sale under his Own Name. Retail Brands were at the Beginning of their Formation Known as a Cheaper and Significantly Lower Quality Versions of Branded Products. Today it is Different. Ever-increasing Consumer Confidence in these Brands is Growing as their Image. We Can Say that Private Label Products Now Offer Consumers Quality Comparable with Branded Broducts and a Significantly Lower Price. The Main Objective was to Analyze the Views of Consumers at the Retail Brand Globus, Especially for its Quality, Price, Packaging Graphic Design and the Wide of Product Assortment. Partial Objective then was to Determine How Consumers Evaluate the Products of this Brand Compared to the Brand Production. Informations Needed for Analysis was Obtained by Marketing Research.