The main objective of the diploma thesis is to determine the perception of the Kolonáda brand by young people and how to become relevant for them. This would not be possible without specific knowledge of the whole market and without knowledge regarding the segments of biscuits and wafers consumers. The market segmentation is based on MML-TGI data collected by the research agency Median, five segments are revealed. I have also implemented my own questionnaire research on a sample of 480 respondents aged up to 34 years including. Based on the results of the practical part, recommendations for the Kolonáda brand are proposed -- how to become more relevant for the young consumers and stay attractive for the current consumers.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:151519 |
| Date | January 2011 |
| Creators | Malecká, Eva |
| Contributors | Koudelka, Jan, Kratochvílová, Alena |
| Publisher | Vysoká škola ekonomická 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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