Budování značky v obchodní společnosti se spotřební elektronikou

Abstract

This work was to find out the factors which affect costumer in selection of brand of electrical appliance. In the first part I tried to define given problems theoretically. I characterised the marketing mix, communication mix, brand building, market segmentation and market research. In the second part I addicted to characteristic of he company HP TRONIC. Her history, present and trends in sphere of business with consumers electronics. Im presented brand Goddess and her individual products. In the third part I prepared market research, which It contained guestionary and hypotheses. After part contains their analysis of results.