The main goal of the thesis is to analyze and evaluate awareness and consumer perception of private labels, consumer attitudes towards them and the influence of private labels on consumer buying decisions. The aim is to find out what is the difference in the perception of national brands versus private brands of selected chain stores, including the extent and frequency of private label goods in the shopping baskets of consumers. The first part is devoted to theoretical perspective of brands, private labels and marketing research. The following part is focused on specific private brands and supply analysis of these brands in the Czech Republic. The third and crucial part of the work itself is dedicated to the marketing research and detailed interpretation of the results.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264234 |
| Date | January 2016 |
| Creators | Ziegelbauer, Jan |
| Contributors | Tahal, Radek, Rozsypal, Petr |
| 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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