Analýza známosti značek kvality na potravinářském trhu

Abstract

The aim of this work is to analyze recognition of quality brands in the food industry in the Czech Republic and Slovakia through theoretical and practical knowledge. The first part focuses on the general theory of brands quality. In the second part is defined the food industry market, characterized the macro environment and individual quality trade marks in the Czech Republic, Slovakia and European quality brands. In the next section are stated analyses of recognition of quality brands, factors influencing purchase, consumer´s recognition of advertisement and information about these brands. This work includes comparison of the results from both countries followed by proposed recommendations based on analyses. These relate to the target group and communication objectives.