The Perception of the PUMA Brand in the Czech Market

Martínková, Kateřina

The ambition of this master thesis is to provide a deeper insight into a marketing strategy of the multinational company PUMA applied in the Czech Republic. Specifically, the thesis includes a survey of customers designed to examine the perception of the PUMA brand in the Czech market within the target group of people from 16 to 26 years old. One of the essential requirements of this thesis is to provide a very important theoretical background of the marketing field, explaining the basic marketing terminology, presenting the marketing and communication mix, introducing the company analysis and discussing the important characteristics of the conducting marketing research. Furthermore, this master thesis aims at providing information about the company PUMA, starting from the company history and its successes and ending with its current marketing activity. The essential aim of the study can be explained by the research question: How does the customer perception of the PUMA brand by a defined target group on the Czech market affect the company marketing strategy? In the end, the recommendations for further improvements to the PUMA marketing department are made. Statistical methods correlation and averaging are used in order to reach these goals.

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