Vnímání značky automobilu na českém a finském trhu

Abstract

My diploma thesis describes perception of car brand in Czech and Finish market. I choose Škoda Auto, a.s. for my diploma thesis. This company is one of the biggest international company in Czech republic and that was the reason why I choose it. In January 2010 I went to study for half a year in Finland. It was very interesting to take this opportunity to gain comparison between Czech and Finnish consumers. I was wondering what is the reputation of Czech brand in Finish market and how satisfied they are with Škoda Auto cars. Also I was interested in the opinion of Czech respondents reputation of Skoda Auto, and how satisfied they are with cars of this brand. In my thesis I have done a comparison between the Czech perception of this brand and Finish perception of Škoda Auto brand. In this thesis I used all the theoretical knowledge that I gained during my study years and also I used a personal experience with experiences with the Czech and Finnish respondents. Diploma thesis is based on research which I conducted via personal and electronic questioning with two hundred Czech and Finnish respondents. In conclusion, I proposed recommendations for better perception of Skoda Auto brand in Czech and Finish market and better customer satisfaction with cars of this brand. Recommendations are based on my research.