Vnímání značky Pandora na trhu šperků

Abstract

The topic of the diploma thesis is Pandora Brand Perception on the Jewelry Market. The aim of the diploma thesis is to identify, how consumers perceive the Pandora brand on the Czech jewelry market. The sub-objectives focus on preferences of materials jewelry by consumers, the factors that influence them when buying jewelry, spontaneous knowledge, supported knowledge, preference and favourite brand, and the knowledge of the Pandora brand itself. The needing data for the analysis were obtained by using a questionnaire survey. The resulting data were analysed by using the SPSS program, where data was sorted by first and second degree and next were used the statistical tests such as Chi-square test, ANOVA and T-test. The results of the analysis show that the Pandora brand is very well known and successful on the Czech market, and many respondents would recommend the Pandora brand to their friends. The Pandora brand can keep a very good positioning in the minds of customers. The biggest influence on customers have the price, which they compare with the quality of jewely. The main competitor for Pandora brand on the Czech market is Swarovski brand, which dominated in some analysis results over the Pandora brand.