Analýza spotřebitelských postojů k privátním značkám

Abstract

Analysis of Customer Attitudes Towards Private Labels

This thesis was focused on the analysis of consumer attitudes towards private labels. The aim of this study was to determine what attitudes holding respondents aged 18-30 years from the Moravskoslezsky region to private labels of Czech retail chains based and on collected data, carried out marketing research, the creation of an overall assessment and specific recommendations designed to improve consumers' attitudes . The study characterized the Czech retail market, its development and well-known chain stores. Part of this characteristic is the development of private brands in Europe and the Czech Republic. The theoretical part is to define the consumer's attitudes, brands and private labels. The practical part includes the methodology of data collection and later analysis of the data. Attitudes of consumers were identified through the research of their satisfaction with private labels properties, such as price, quality of products under private label, quality of materials, reliability of products, attractive packaging, availability, etc.. At the close of study are the results indicated an overall evaluation of research and proposes some recommendations for improving consumer attitudes towards private labels.