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Regionální značky a jejich úloha na spotřebitelském trhu potravin
ŽÁK, Martin
The thesis deals with regional brands and their role in the consumer food market, where the theoretical part to the introduction explains the basic concepts related to consumer behaviour and respect for regional consumer brands. The following is an explanation of concepts such as food quality, safety and support local producers and what is imaginable about concepts of brand and regional brand. The theoretical part is further given literary review of selected regional brands in South Bohemia, Czech Republic and European union countries (selected neighbouring countries of Czech Republic), which is finally complemented by a clear analysis of regional labelling. In the practical part was created questionnaire, a total consisting of 25 questions that answered respondents, who were elected on the basis of the quota selection method, where the main criterion was the age of respondents. The aim of the survey was to determine the most important regional brands and their position on the regional consumer market of South Bohemia.
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Regional brand perception
PŘÍVĚTIVÁ, Iva
Bachelor thesis is aimed at the analysis of regional brands, specifically on perception of regional brands. The target of thesis is to analyse and suggest changes in the identity of this brand by using different marketing tools. In literary research, the primary attitude to the brand, the value and the management of the brand is described. The practical part is dedicated to chosen region and regional brands inside the region. Furthermore, the certification of products and services is discussed. The marketing research is focused on the awareness of consumers about regional brands and their popularity, specifically of the "Šumava originální produkt" brand. The questionnaires and structured interviews with brand holders are used to achieve this aim. It was found that the brand the "Šumava originální produkt" is perceived as less known brand. It was designed option to spread brand awareness. By using QR code, contest or mobile applications.
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Regional brand perception
NĚMCOVÁ, Lucie
The thesis is focused on analysis of selected regional brand perception. The aim of this work is propose changes in brand identity. The theoretical part describes basic concepts, procedures and opinions of individual authors on the brand issues. The intention is to compare these different views. The thesis uses methods of qualitative and quantitative marketing research. The marketing research gives information by consumers and brand users. At the beginning of the research, hypotheses were determined. The practical part presents results of the survey, which objective was to find out perception by consumers. Beside, structured interviews present attitude of the brand users. Recommendation in brand identity is based on the analysis of marketing research.
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Visitors attitudes towards certified regional products (in the Prácheňsko region)
Jakubcová, Barbora ; Jarolímková, Liběna (advisor) ; Valentová, Jana (referee)
Diploma thesis deals with regional branding that contributes to regional development and sustainable tourism. The first part discusses the effects of tourism in a region and the principles of sustainable development. Further it describes in detail how the system of regional labelling works and who is in charge of it. In addition the examples of good practice from abroad are included. The main part of the thesis focuses on a brand called "PRÁCHEŇSKO regional product". The aim of the thesis is to find out what the attitudes of visitors in the Prácheňsko region towards certified regional products are. Therefore the research through questionnaires among visitors, manufacturers, official vendors and service providers was conducted.
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Brand perception
VAŇKOVÁ, Veronika
The aim of this bachelor work was to analyze the perception of selected brands from the customer's perspective and from the perspective of brand founder called Regional Agrarian Chamber of the South Bohemian Region. To determine the attitudes of opinion on brand perception by the customer, I developed a questionnaire survey using semantic differential. First hypothesis, which argues that the selection of food plays an important role in regional mark at least half of the respondents, was refuted. Customers perceived the regionality as the most important criterion. The research showed that for respondents is very important high quality, but also the lower price and best evaluation are very important criterions for customers. Hypothesis number 2, which says that the brand owner CHJ has a more positive picture of the perceptions of customers than it is in reality, was confirmed. Founder CHJ brand has a positive idea of the perception of the brand, but the differences between this perception are not noticeable because of their own research, brand perception among its customers. When proposing to amend the emphasis was on increasing brand awareness. For this purpose, it was suggested to isme magazine in every three months. Consumers were presented by the newly awards manufacturers with their products. Distribution and financing was mainly doing by the Regional Chamber of Agriculture of the South Bohemia. In conclusion, the CHJ brand is not completely unknown in the eyes of the customer. It creates a certain image that customers perceive and which over time will become stronger and stronger. The fact that it really was so, they can make suggestions and recommendations given in this work.
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Regional brands and their role in the consumer food market
TYŠEROVÁ, Zuzana
This thesis focuses on the analysis of regional brands in South Bohemia in the consumer food market. In the theoretical section describes concepts such as marketing, marketing research, purchasing behavior of customers, brand, regional brand and quality of food. Furthermore, the analyzes of regional brands, which are located in the South Bohemian Region. The practical part is focused on questionnaire survey. The aim is to identify respondents from most regional brand in the South Bohemian Region and their position in the consumer food market.
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Model of regional brand introducing and spreading
PAVEZOVÁ, Iveta
The dissertation thesis is focused on regional brands. The main objective was to create a general model of regional brand introduction and its further spread. A perspective of the business entity is taken. The model was then applied to the South Bohemia region of Czech Republic. A decision support system was designed from this application to help the entrepreneurs to implement the most effective regional brand for them. The thesis also defines the basic terminology associated with regional brands. The conclusion formulated recommendations on the further development of the model, respectively, other application of the model and further researches.
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DESIGN AND APPLICATION OF REGIONAL FOOD BRAND
KREJČOVÁ, Kristýna
This bachelor´s work is focused on a creation and use of regional food brands. It´s point to the importance of brand to consumers and what is consumer´s altitude to the brand. The work inspects, how the production of successful brand is important. The conditions for reaching the brand ,,Regional food´´ for small and medium food companies are in the content. The practical part is focused on a questionnaires, which were hold in South Bohemia. Thanks to respondents we can know something about using of regional brands of food in regional consumers trade and about the impact of brand to consumers.
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Analysis of Application of the Regional Brand Prácheňsko
NIKRMAJEROVÁ, Monika
The subject of this thesis is to evaluate the regional brand name Prácheňsko. The exordium contains the regional labelling valid throughout the Czech Republic. The following section is focused on the topic of the implementation of the regional brand name ´Prácheňsko´ and the single brand name ´Prácheňsko ? the regional product ?´. The main part of the following thesis comprises the questionnaire survey results that were organized by one of the local action groups. The conclusion of thesis is based on the primary and secondary detective data and suggestions of their solution.
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Regional brands and their role in the consumer food market
KUČERA, Jaroslav
The bachelor work is focused on the tasks of regional brands in the food market. In the theoretical section describes marketing, marketing research, brand, regional brand and consumer behavior. The practical part is focused on a survey by questionnaire. The aim was to discover how ordinary consumers are responding to regional food labeling.
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