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The chain's own brands
MARTINEC, Patrik
This bachelor's thesis focuses on the retail chain's own brands Billa and the communication strategy on the Czech market, with an emphasis on choosing a suitable communication tool leading to increase an awareness about the private brand. The work presents basis associated with the problematics of brands, private brands, communication tools and marketing research. These findings are later used in the analytical part, where a characteristic of chosen company and its private brand is. Marketing research is used to find awareness of the retailer private label and consummer behaviour. The information is obtained using a questionnaire survey shared on social media Instagram and Meta. Part of the information is obtained by filling out a printed questionnaire. The results of the questionnaire are then processed and evaluated by using Microsoft Excel and Google Sheets. Based on this information found, a solution is suggested to help the company increase awareness of its own brands.
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Marketing Activities of Retail Chain
Doležel, Jiří ; Burková, Pavlína (referee) ; Mráček, Pavel (advisor)
The diploma thesis analyzes marketing activities of retail chains in the Czech Republic. It summarizes basic knowledge about trade, marketing, marketing communications and basic methods of marketing research. It deals with particular retail chains with focus on modern trade, from the traditional trade it focuses on COOP chain. It examines different marketing activities of retail chains and sets best practice. For COOP chain is carried out a deeper analyses of marketing activities based on approach of SWOT analyses. The thesis also uses a knowledge from questionnaires: one was the internet questionnaire and the other was conducted via personal questioning among COOP customers. Final proposals incorporate marketing activities that can be used in any retail chain and also a set of recommendation of marketing activities designated especially for COOP chain.
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Market position of a private label
RACKOVÁ, Pavlína
The thesis focuses on the selection of appropriate communication tools to enhance consumer awareness of Lidl's own brands. The thesis describes the retail industry and the brand as such and then focuses on own brands. The aim of the thesis is to find out how consumers perceive the Lidl retail chain's own brands and, based on the data obtained, to propose recommendations for increasing knowledge of the Lidl retail chain's own brands. Own brands, in a figurative sense, represent the ownership of the retailers themselves or the retailers that consumers should encounter on the sales floor of these retailers.
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Food waste in households and retail store
NOVÁ, Vlasta
This thesis deals with the issue of food waste in households and retail stores. It focuses on the causes of food waste, possibilities for reduction and ways of dealing with this waste. The work includes research at the level of households and retail establishments. The used methods are based on a quantitative approach, questionnaire surveys are carried out. The obtained results are compared with the results of international research as part of the evaluation of the research questions. At the end of the thesis, there are recommendations that could lead to a reduction of food waste in households and retail.
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Market position of a private label
HUBÁČKOVÁ, Petra
The main aim of this bachelor thesis is to suggest how to improve private labels development in the selected retail trade. The partical aims are find out how consumers perceive private labels and what is their place in the market. This thesis is devided into two parts - theoretical and practical. Theoretical part is focused on terms like private label, brand, marketing research etc. Practical part is about private labels of one selected retail trade. In this case it is Kaufland and private labels in their range of goods. The main method used in practical part is collecting data in quantitative marketing research. The marketing research is realized online at Google Forms. The questionnaire is composed of 21 questions and it was filled with 178 respondents. The main recommendations for retail chain Kaufland and their private labels development based on marketing research are better propagation and better desing of packaging. Private labels are generally quite popular. Main reasons for buying private labels products are good quality and favourable prices.
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Market position of a private label
LHOTÁK, Jakub
The bachelor thesis deals with the position of a private label on the market. The main aim of this thesis is to find out the view of consumers on the private label of a selected retail chain in the Czech Republic. The theoretical part focus on the concept of brand and how it is defined. The work also focuses on consumer characteristics and marketing research. In the practical part, a marketing survey was used. A questionnaire survey conducted among consumers of retail chain LIDL was used for data collection. The results are then processed using graphs. Based on the results, this thesis suggests steps to improve the brand presentation,its design and subsequent sale of the private label in its retail chain.
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Market position of a private label
BLAŽEK, Zdeněk
This bachelor thesis is focused on a market position of a private label. The main aim of this thesis is to determine how customers perceive the market position of a Tesco's private label. It also describes brands in general and it presents the problematics of private labels specifically. In Addition, it examines the market position of the Tesco Store on the Czech market. To achieve the aim there is used a marketing research which is realized by a questionnaire survey, whereby, it is found how the Tesco's private label's products is perceived compared to branded products. Based on results it was recommended how to improve the market position of Tesco´s private labels.
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Fish supply in selected retail chains' stores
HÁBROVÁ, Zuzana
The aim of this thesis was to determine and compare the supply of fish retail chains' stores, especially in the context of the supply of Czech fish production. The supply of fish is compared based on data obtained by observation, which was carried out over one year in retail chains' stores selected according to specific criteria, namely Albert, Globus, Kaufland, and Tesco hypermarkets. Based on the obtained data, it was possible to evaluate research questions, and in the conclusion of the thesis to make recommendations for supporting Czech fish production and its sale.
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Market position of a private label
MIXAN, Radek
The bachelor's thesis deals with the position of private labels in the retail chain Lidl. The marketing research is implemented in the practical part of thesis. The questionnaire survey found out how the chain's customers perceive private labels. The thesis describes the main reasons for consumers to buy products under a private label, how they evaluate their quality and how they compare them with products of traditional brands. It was also found out which private label of the chain are most preference by customers. Based on the information obtained from the questionnaire survey, recommendations were proposed for the further development of private labels in the Lidl chain.
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Market position of a private label
ŠEFČÍKOVÁ, Lucie
This bachelor thesis pursues private labels in retail chain Albert. The main purpose of this study is to determinate their position on the retail market from consumer perception. Another aim is to find out customer awareness of private labels. The thesis is devided into the theoretical and practical part. The theoretical part focuses on labels issue, especialy on position of private labels on the market. The practical part uses marketing survay, which is realized by online questionnaire survey. The goal of bachelor thesis is to evaluate customers preferences concerning private against commercial brands and their knowledge of private labels quality. The gained data will be used to formulate recommendations which would help to increase sold volume of private label products and improve customers awareness about private labels.
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