Analýza postojů spotřebitelů ke značce kvality ZK SK

Abstract

The aim of the thesis was to analyze the attitudes of consumers to the brand quality ZK SK. The intermediate objectives included detection of position in the mind of customers, awareness, trustfulness and preferences. The theoretical part describes the basic definitions relating to consumer behavior. consumer attitudes to the brand and the brand in general. The third chapter focuses on the definition of quality brands, characteristics of the market for food SR and characteristics of specific quality labels on the food market. The brand quality ZK SK is described more broadly, it is the subject of this work. In the practical part of the questionnaire survey was conducted on a sample of 222 respondents. Based on the research results have been processed recommendations for quality brand ZK SK and pursued other quality brands.