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Market position of a private label
HAVLOVÁ, Veronika
The main purpose of my bachelor thesis is to find how do consumers perceive the private brand of Lidl chain store on the Czech market. The secondary purpose is to find out whether the consumers prefer the quality to quantity, or not. And according to the results I suggest the development of private brands in this chain store. My bachelor thesis is divided into two parts: The theoretical part of my thesis consists of a literature research. It describes the problematics of brand, private brands or the consumer´s behaviour. In conclusion, the research forms the comprehensive overview of the issue. The practical part is made up of my own research. The research is formed by an electronic or paper survey with targeted questions answered by respondents. This method allows many of respondents to answer in a short time. Thanks to these facts the distribution of this method is easy. On one hand the company of Lidl prefers an aggressive marketing policy which is focused on the lowest possible prices. On the other the company can produce the products of good quality despite prices. And this is the main reason why consumers usually buy these products. The result of my research is the development of these things thanks to the better advertisement and to the diversification of the products which consumers had not recognized before. Due to the popularity of these brands I suggest the modernisation of racks, the building of the changing room to try the clothes on. And last but not least I suggest the sales promotion through various competitions and discount coupons.
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Market position of a private label
KATRUŠINOVÁ, Adriana
The subject of the bachelor thesis "The position of private label in the retail chain" is an analysis of private label of a selected retail chain Albert. This thesis describe the issues of private labels on the markets in the Czech Republic and in the other countries too. The products of private labels are substitutes for branded products. The main sign of private product is a high quality at advantageous prices. Idividual types of private labels are intended for different customer groups. These groups are characterized by common shopping trends. The primary aim of this thesis is a appraisal of shopping behaviour of selected customer group. The thesis includes the part of marketing research. This research is realized by the questionnaire. The result of the marketing research is used for further development of the selected private labels.
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Market position of a private label
KOVANDOVÁ, Tereza
The bachelor thesis deals with the issue of private labels in a particular retail chain.The main aim of this thesis is find out how customers perceive the position of private label in a retail chain Kaufland. The thesis is divided into two parts- theoretical and practical. The theoretical part explain terms such as brand, private label and other terms of marketing. The practical part of thesis is to assess the views and experience of customers with private labels, marketing research is used, specifically personal questionnaire survey carried out in Kaufland Hypermarket in Tábor. Based on the observed data possible solutions how to raise knowledge and marketability of private brands are analysed and submitted to the managers of the company for their further use.
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Market position of a private label
STUDENÝ, Zdeněk
This bachelor thesis is dedicated to private labels in a selected retail chain on the Czech market. The main aim of the thesis is to determine the market position of private labels based on how consumers perceive private labels. The thesis is divided into the theoretical and practical part. The theoretical part describes the problematics of brands and focuses primarily on private labels. The practical part consists of marketing survey which is realized by online questionnare survey. Based on survey results they were determined possible recommendations for the development of private labels.
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Marketing research and analysis of consumer perception of private labels
Ziegelbauer, Jan ; Tahal, Radek (advisor) ; Rozsypal, Petr (referee)
The main goal of the thesis is to analyze and evaluate awareness and consumer perception of private labels, consumer attitudes towards them and the influence of private labels on consumer buying decisions. The aim is to find out what is the difference in the perception of national brands versus private brands of selected chain stores, including the extent and frequency of private label goods in the shopping baskets of consumers. The first part is devoted to theoretical perspective of brands, private labels and marketing research. The following part is focused on specific private brands and supply analysis of these brands in the Czech Republic. The third and crucial part of the work itself is dedicated to the marketing research and detailed interpretation of the results.
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The influence of brand on consumer buying behavior
Štěpánková, Andrea ; Vokáčová, Lucie (advisor) ; Miroslava , Miroslava (referee)
This thesis is focused on private brands and their impact on consumer behavior. Goal of this thesis is to define impact of dm drogerie private brands on consumer behavior. The theoretical part of the thesis is based on secondary research. Then I described consumer behavior and their decision process by synthesis and comparison from different authors. The practical part of this thesis aims on attributes of private brands including their advantages and disadvantages and evaluation of current state of consumer's perception of dm drogerie's private brands. Further on it analyzes marketing mix of drugstore chains. All information regarding this topic was completed by survey and my further research. All suggested recommendations were based on acquired information.
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Perception of private labels by Czech customers
Perončíková, Lenka ; Cimler, Petr (advisor) ; Fuchs, Jan (referee)
This thesis analyses perception and knowledge of Tesco private labels by Czech customer in age of 18 to 29 years. The main method of data collection was an online questionnaire survey. The thesis begins by introducing the term of private label. Further on it offers information about origin and history of transnational company Tesco and activity of this chain store in Czech Republic. The thesis also acquaints which private labels Tesco sells in Czech market. The final practical part contains results of questionnaire survey and proposes possible changes of improving the perception and knowledge of Tesco private labels among Czech people.
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Market position of a private label
PINCOVÁ, Monika
This bachelor thesis is dedicated to the issue of private labels and their position in the selected retail chain. The main aim is to assess the position of these brands on the basis of the findings of the consumer perception of the brand position in the selected retail chain on the Czech market. The partial aim is to propose recommendations and possible solutions to private labels development. The theoretical part consists of a literature review that describes the issue of brands and private labels. This part also includes consumer behaviour and marketing research. The practical part focuses on the implementation of the marketing research, specifically quantitative research. The method used is "face to face" questionnaire survey. The collected data are used to determine consumer perceptions of private labels and to propose recommendations for the development of these brands.
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Market position of a private label
KŘEMENOVÁ, Michaela
The bachelor thesis deals with market position of a private label in a selected retail chain. The theoretical part is carried out by the external sources. It describes the concept to terms such as label, private label or marketing research. In the practical part a marketing research is realized. The data are collected by the questionnaire survey. The work also includes the questionnaire as an attachment.
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Market position of a private label
HÁLOVÁ, Kamila
The main aim of this thesis is to evaluate the status of private labels in selected retail chain based on the consumer perception. The thesis is selected into the theoretical and practical part. The theoretical part includes the most important terms of this issue, especially brand and private labels. There are also explained some terms of marketing. The practical part shows the results of marketing research, which are based on a personal questionnaire survey. In conclusion, solutions are proposed for the development of private label.
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