The aim of the thesis is to analyse the women hair appliances market in the Czech republic and to evaluate the perception of the brand Rowenta. The thesis is divided into two main parts. The theoretical parts describes general knowledge of the topic with focus on consumer behavior, psychological and social factors affecting consumer buying process. At the beginning of the practical part, the main competitors on the hair appliances market in the Czech republic are introduced. The main part covers primary research, where data obtained from online questionnaire survey are analysed with focus on understanding the consumer buying behavior on this market. The conclusion contains suggested recommendation for the future prosperity of the brand.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359931 |
| Date | January 2017 |
| Creators | Malá, Tatiana |
| Contributors | Tahal, Radek, Vacková, Pavlína |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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