Analýza vnímání značky na energetickém trhu

Abstract

The topic of this bachelor thesis is “Brand Perception Analysis on the Energy Market“. Quantitative marketing research was used to achieve objective of this work. Data for research was collected through the electronic questioning. Population was the all inhabitants of the Czech Republic over 18 years old. The sample was set to at least 100 respondents. The main aim of this bachelor thesis is to analyse the perception of brand, which changed the name on the energy market. This work is divided into four thematic chapters and it is completed with the chapter called introduction and conclusion. The results show that this change of brand was managed very well, because only a quarter of respondents did not register this change. The other results are generally very positive, but it was found that people do not know the reason why the brand was changed and do not use the additional services of this company.