Analýza vnímání značky na trhu s drogistickým zbožím

Abstract

The thesis is focused on the analysis of brand perception in the drugstore market. The main objective is to determine how the company leads the Czech market - to what extent is known and popular, whether and how often consumers buy products Ziaja how they perceive price and promote products and ultimately creating an overall view on brand perception.

This thesis includes a theoretical part focused on brand management and brand Ziaja characteristics and practical describing research conducted through the internet and personal interviews.

Finally, the evaluation of a consumer brand perception and subsequent recommendations for fixing or improving existing position.