Typologie zákazníků na trhu potravin pod privátní značkou
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Vysoká škola báňská – Technická univerzita Ostrava
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Abstract
The thesis focused on the typology of customers in the private label food market. The aim was to divide private label customers into characteristic groups based on their responses to attitudinal questions. A quantitative method was chosen, and the survey was conducted using the CAWI method. A total of 459 relevant respondents participated in the marketing survey. The research is essential for marketers who want to adequately target private label customers.
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private labels, private label food market, purchase behaviour, quantitative research, cluster analysis, factor analysis