Analýza známosti značky na trhu trvanlivých tyčinek

Abstract

The aim of my diploma thesis was to analyse consumer familiarity with HAVLÍK OPAL Company Ltd., a producer of durable sticks. This thesis focuses on consumers within B2C market. Market research was carried out to find out consumers familiarity with Havlík Opal durable sticks. The method of questioning was used for obtaining required primary data and its tool was a questionnaire. The realization part of the market research was based on 152 respondents from six towns in the Moravian-Silesian region. The suggestions and recommendations resulting from the analysis results of familiarity with HAVLÍK OPAL Company Ltd. should serve the company to increase consumers familiarity with Havlík Opal durable sticks, to acquire new customers, to maintain current customers and to increase sales.