The aim of this work is to compare marketing communication of two chosen food quality brands and to analyse their influence on a selected target group. On behalf of this comparison there would be suggestions for changes influencing perception of these two brands amongst target group. The first hypothesis, which says the brand Regionální potravina is in the Southern Bohemia from chosen events to prompt sales more famous than the brand Chutná hezky. Jihočesky, was confirmed. The research also reported that responders from all these events know more the brand Regionální potravina than the brand Chutná hezky. Jihočešky, only at exhibitions and trade fairs is the brand Chutná hezky. Jihočesky known the same. The hypothesis no. 2, which says the brand Chutná hezky. Jihočesky is more famous from local media than the brand Regionální potravina, was disproved. The brand Chutná hezky. Jihočesky is better known amongst responders only from local radio and external advertisement. Through other forms of media communication such as local news, television, internet presentation and social sites got more famous the brand Regionální potravina. The third hypothesis like the second one was proved false. The awareness about the brands Regionální potravin and Chutnáhezky. Jihočesky is not equal from famer's shops and healthy food shops. The brand Regionální potravina is from these shops twice as famous amongst consumers as the brand Chutná hezky. Jihočesky. For each hypothesis were made suggestions to improve the evaluation of marketing communication for chosen food quality brands. To finish it we can say both brands are in responder's eyes known amongst consumers thanks to the marketing communication and compared with other quality brands they hold a solid position. At last it must be underlined that producers by themselves can improve the recognition of these brands mainly by labelling their appraised products and by personal presence on the sales prompting events. When a consumer meets face to face with the producer and not only with a third party that has no linkage to given products, he builds a personal relationship towards these products and this can influence the consumer's decision making process when buying.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:381386 |
| Date | January 2016 |
| Creators | VAŇKOVÁ, Veronika |
| 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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