Analýza známosti a preference značky na trhu čerpacích stanic

Abstract

This bachelor’s thesis deals with brand awareness and preferences on the filling stations market. The aim of the submitted bachelor’s thesis was to ascertain the MOL filling station brand awareness and preference and to identify key factors that influence customers when choosing a filling station. Should any deficiencies or shortcomings be found, proposals and recommendations leading to greater brand awareness and preference would be submitted. The theoretical part of the thesis explains the concepts related to brand management. The practical part presents a selected filling station brand and its marketing communication, as well as its competitors. This bachelor’s thesis includes a questionnaire survey of a sample of 204 respondents on the basis of which recommendations for the MOL filling station are made.