Analýza image města

Abstract

The aim of this diploma thesis was to analyze the image perception of Koryčany by its citizens. Furthermore, the reasons of dissatisfaction of the local youth and their tendency to leave Koryčany were also analyzed. Primary data were obtained by a questionnaire of which the respondents were Koryčany´s citizens only. In addition to the first and second degree classification, factor and cluster analysis were used as well. Based on the marketing research results, new recommendations having the ambition to improve the perception of the Koryčany image and to cease the decreasing number of inhabitants, were suggested.