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Marketing market research of a selected company
DUSPIVOVÁ, Jitka
The theme of my graduation theses was Marketing market research of a selected company. The firm was manufacturing corporation HBSW Inc. Byňov. The aim of the thesis was take the requirements of consumers and take the market potentials with bottled water. I solved the questions e.g. what influences the end user (for example: price, advertising, flavour, packaging) and farther structure of the end user (form example: age, sex, education, employment). I studied the professional books and the digest of these books is in the second part of my work. The questionary had twenty-three questions. Eight questions appertained to the shopping behavior, ten questions appertained to the consumer behavior, and five questions appertained to the consumer. I used the questions with an opened end and the questions with a closed end. The obtained information was processed in the computer programme MS Excel and Statistica 6.0. I ascertained what new flavours would the consumers like, which flavours are the most popular, how to change the consumption of the packaged water depending on the season. After the data evaluation and data presentation I suggested the solution for the selected company. I believe that this research helps the company HBSW Inc. in the next steps and decision.
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