Měření úspěšnosti značky na trhu nealkoholických nápojů

Abstract

This diploma thesis is focused on measuring the success of the brand on the soft drinks market. The main goal of the work is to analyze the success of the chosen brand Rajec, which operates on the bottled water market. The sub-goals are to evaluate the extent to which the Rajec brand is known among consumers, to find out how the selected brand is perceived and what consumers preferences are in the bottled water market, and last but not least, to develop recommendations that would lead to an increase in the success of the brand. The data was collected by a quantitative type of research through an online questionnaire survey. Respondents were selected by using quota sampling and data for analysis come from 302 questionnaires. The research showed that the Rajec brand is relatively well-known among consumers, but only 32.1% of respondents remembered it spontaneously. The most successful products of the Rajec brand include Rajec nesycený and Rajec jemně sycený. The most preferred packaging sizes of the brand are 1.5l and 0.75l. The frequency of consumption of Rajec brand products is relatively low and the most common reason for their purchase is the immediate satisfaction of the consumer's needs.