This thesis deals with category management of baby food on the Czech market. The goal of the thesis is to determine the theoretical basis of category management and define the category management process. Subsequently, based on the analysis of primary and secondary data, will be characterized the change in current shopping behaviour of mothers. Next goal is to design a general model structure of baby food exposure and through this model to determine whether the current situation on the baby food market, in the field of presentation of products, meets the needs and desires of customers. Primary data will be collected through the quantitative on-line questionnaire survey. The source for the secondary analysis will be the data from the project Market&Media&Lifestyle, market data and shopper behaviour research 2013.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193062 |
| Date | January 2014 |
| Creators | Wotřelová, Eva |
| Contributors | Koudelka, Jan, Procházka, Lukáš |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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