This diploma thesis deals with consumer behaviour towards private label food brands. The main objective of this diploma thesis is to identify factors that influence con-sumer purchasing decisions of private label food products. This thesis also describes consumer attitudes towards private label food brands and consumer preferences. In the diploma thesis there are used the techniques of marketing research, namely questionnaire sur-vey (N=409) and cluster analysis. The output of the questionnaire survey highlighted customer‘s most influencing factors, such as experience, percieved quality and price. Another output of this thesis are characteristics of market segments and the recom-mendation for the subject operating on the private-label market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:428803 |
| Date | January 2019 |
| Creators | Plecitá, 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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