The thesis deals with the influence of brand on consumer buying behavior.
The thesis is divided into theoretical and practical part.
The theoretical part describes the brand, consumer buying behavior, brand Bio and the analysis of its external and internal business environment.
The practical part of the thesis introduces Biofarm Filoun and analyzes its business. Also included is survey, which shows level of customer awareness of the brand Bio.
Based on the analysis and the questionnaire a proposal for Biofarm Filoun is created with measures and recommendations leading to increased sales and further expansion of their Bio products among customers.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:257611 |
| Date | January 2016 |
| Creators | Vladyková, Dana |
| Contributors | Šálková, Daniela, Lucie, Lucie |
| 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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