This thesis deals with the introduction of a new product to the local market. It is a frozen food category item, more precisely ice cream and was marketed under traditional Misa brand. The theoretical part of the thesis summarizes the interpretation of terms and important issues related to the field of study -- brand management, marketing planning and marketing mix. Practical part presents results of a qualitative research conducted as set of individual in depth interviews, on a sample of 12 respondents, with the aim to analyze motivation, needs, habits and desires of buyers when making purchase decision, and value the importance of traditional brand in the process of making purchase decision.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197847 |
| Date | January 2013 |
| Creators | Pospíšilová, Karolína |
| Contributors | Vávra, Oldřich, Torová, Kateřina |
| 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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