Analýza vnímání značky na trhu psacích potřeb

Abstract

The aim of this bachelor thesis was to analyze the perception of the brand Centropen in the writing instruments market. Was applied marketing research using questionnaires. The target group was students of university. The results led to the detection of brand awareness and purchasing behavior of respondents. Based on the results of the analysis were proposed recommendations that would lead to improved brand perception and increase sales through marketing communications.