Analýza chování spotřebitele na trhu drogistických privátních značek

Abstract

The growing sales of products under private labels are a long time trend. The number of consumers who buy these products is constantly growing. Simultaneously assortment of products under private labels grows and getting deeper. The purpose of this thesis was to analyze consumer’s behavior in the drugstore private label market, determine their opinion on private label products. In the theoretical part of this thesis the basic characteristics of consumer buying behavior was described. Also the concept of brand management and the private labels issue were defined. Subsequently was characterized Czech drugstore private labels market, including entities operating on that market. Methodical part described techniques of marketing research. The analytical part consists of the data evaluation, which was obtained by questionnaire. On the basis of analysis was offered suggestions and recommendations for drugstore retailers in the Czech Republic.