Porovnání vnímání české značky a maloobchodní značky

Abstract

The aim of my master thesis was to analyse how consumers perceive typical Czech brand in comparison with private label by using applicable method. At the same time I also wanted to find out if they prefer well-known brand products produced by manufacturer or retailers´ private label products. For the purpose of the research I chose the products which I suppose are purchased by the majority of the households. The chosen products were private label Tesco sirup and well-known Czech brand Jupí sirup, which is made by company Kofola Holding a.s.