The main goal of the diploma thesis is to define the quality of footwear in the context of quality brand Comfortable Footwear. Another aim of the thesis is to find out the position and perception of the given brand at the level of consumers as well as its current and potential owners of the brand. The thesis consists of theoretical and practical parts. The theoretical part defines the most important terms related to the quality of footwear and the quality brand Comfortable Footwear. It also describes the current shoe market and the most important footwear organizations involved. The practical part has been created on the basis of quantitative marketing research. The online poll method was applied. Consumers and owners of the quality brand Comfortable Footwear and other shoe dealers - potential brand owners. The survey results are complemented by the statement of the Czech Footwear and Leather Association guarantor.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:387649 |
| Date | January 2018 |
| Creators | HÁLOVÁ, Kamila |
| 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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