Analýza postojů spotřebitelů k privátním značkám

Abstract

This thesis deals with the analysis of consumer attitudes towards private labels. The main aim of the thesis was to analyze the status of private labels to individual retail chains. To meet the objectives were conducted marketing research – a survey, Total Shopscore Index and price research. I have provided and suggested suitable marketing tools based upon the increase sales, preferences, familiarity and awareness of retail brands and hypermarkets.