Analýza postojů zákazníků ke značce na trhu zdravé výživy

Abstract

The topic of this diploma thesis is the analysis of customers' attitudes to the brand in the healthy nutrition market. The aim was to identify the attitudes of final customers, how they perceive the brand, what products they buy, where and how often they consume them and what their preferences are. The thesis describes the theoretical basis of the analysis of consumer attitudes and brand characteristics. As part of the work, marketing research was conducted on a sample of 228 customers. The research outputs were the basis of the overall analysis. Proposals and recommendations were created based on the outputs for the product, price, distribution and brand promotion.