This diploma thesis deals with consumer behaviour towards private label brands. The main objective of this diploma thesis is to identify factors that influence consumer purchasing decisions of private label food products. This thesis also describes consumer attitudes towards private label brands and consumer preferences. Primary data (n=609) was collected through a questionnaire survey in March, April 2017 in the Czech Republic. The data was processed using the software Statistica 12. The quantitative survey was supplemented with in-depth interviews with consumers (n=20). The survey results allowed to formulate marketing recommendations for retailers which could be practically used.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:431742 |
| Date | January 2017 |
| Creators | Pešavová, Kateřina |
| 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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