This thesis is focused on private brands and their impact on consumer behavior. Goal of this thesis is to define impact of dm drogerie private brands on consumer behavior. The theoretical part of the thesis is based on secondary research. Then I described consumer behavior and their decision process by synthesis and comparison from different authors. The practical part of this thesis aims on attributes of private brands including their advantages and disadvantages and evaluation of current state of consumer's perception of dm drogerie's private brands. Further on it analyzes marketing mix of drugstore chains. All information regarding this topic was completed by survey and my further research. All suggested recommendations were based on acquired information.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:259355 |
| Date | January 2016 |
| Creators | Štěpánková, Andrea |
| Contributors | Vokáčová, Lucie, Miroslava , Miroslava |
| Publisher | Česká zemědělská univerzita 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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