Vnímání značky na trhu čajů

Abstract

The theme of the bachelor thesis is perception of brand on the tea market. The purpose of thesis is to define how people perceive the Jemča brand. The paper analyses if consumers know the Jemča brand, what association does it raise and what position it takes in their mind. The analysis also includes consumer´s attitude identification. Data collection was performed by personal interviewing and for sample selection a quota sampling technique was chosen. Research shows that Jemča brand is well-known and arouses positive associations (good tea, Czech brand, tradition) among respondents. Respondents perceive Jemča brand as known, affordable, usual, more traditional and successful.