Analýza postojů spotřebitelů ke značce mléčných výrobků

Abstract

The aim of the bachelor thesis is to identify consumers' atittudes to the brand of dairy products and define other factors that influencing consumers in purchase. The work is focused on the company Olma to find out how consumers perceive the brand and which products they buy from the brand. The work is divided into two parts, theoretical and practical. In theoretical part is characterizes the dairy market and describes Olma, brands consumers, competitors and distributors. The theoretical basis of consumer behaviour is also described. In the practical part is established research and then its evaluation. The analysis of the consumer attitudes was done through online and written questionnaire. Based on the research, suggestions and recommendations are made not only for Olma, but also for other dairy producers. These suggestions can improve consumers' attitudes to the brands of dairy products.