Analýza postojů spotřebitelů ke značce kvality KLASA

Abstract

The main objective of the diploma thesis was to analyze consumer attitudes of quality label KLASA. The intermediate objectives included detection of position in the mind of customers, awareness, trustfulness and preferences. The theoretical section describes the basic definitions related to consumer behavior. Also this section describes the marks issue, focusing on quality labels. It describes quality labels on the Czech food market, focusing on quality label KLASA. In the practical part the survey was realized on a sample of 228 respondents. The objective was detection of awareness and perception of quality label KLASA. On the base of results from the research were recommended the proposals for the marketing communication.