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Asssessment of marketing communication of brand
VAŇKOVÁ, Veronika
The aim of this work is to compare marketing communication of two chosen food quality brands and to analyse their influence on a selected target group. On behalf of this comparison there would be suggestions for changes influencing perception of these two brands amongst target group. The first hypothesis, which says the brand Regionální potravina is in the Southern Bohemia from chosen events to prompt sales more famous than the brand Chutná hezky. Jihočesky, was confirmed. The research also reported that responders from all these events know more the brand Regionální potravina than the brand Chutná hezky. Jihočešky, only at exhibitions and trade fairs is the brand Chutná hezky. Jihočesky known the same. The hypothesis no. 2, which says the brand Chutná hezky. Jihočesky is more famous from local media than the brand Regionální potravina, was disproved. The brand Chutná hezky. Jihočesky is better known amongst responders only from local radio and external advertisement. Through other forms of media communication such as local news, television, internet presentation and social sites got more famous the brand Regionální potravina. The third hypothesis like the second one was proved false. The awareness about the brands Regionální potravin and Chutnáhezky. Jihočesky is not equal from famer's shops and healthy food shops. The brand Regionální potravina is from these shops twice as famous amongst consumers as the brand Chutná hezky. Jihočesky. For each hypothesis were made suggestions to improve the evaluation of marketing communication for chosen food quality brands. To finish it we can say both brands are in responder's eyes known amongst consumers thanks to the marketing communication and compared with other quality brands they hold a solid position. At last it must be underlined that producers by themselves can improve the recognition of these brands mainly by labelling their appraised products and by personal presence on the sales prompting events. When a consumer meets face to face with the producer and not only with a third party that has no linkage to given products, he builds a personal relationship towards these products and this can influence the consumer's decision making process when buying.
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Labeling of food products with quality labels
Černá, Pavlína ; Zadražilová, Dana (advisor) ; Sadílek, Tomáš (referee)
A diploma thesis deals with food quality labels in the Czech Republic. Quality labels are granted by the Department of Agriculture, private companies or by retail chains. The thesis describes various food quality labels granted by various organizations. A research question is: "Prefer costumers buying food with a quality label?" An author conducted a questionnaire research focused on the quality label Klasa, which is granted by the Department of Agriculture of the Czech Republic. Results of the research were compared with a research focused on the other quality label - Regionální potravina. In the following part of the thesis are compared systems of food quality labels in the Czech Republic and in foreign countries. The problem of costs connected with working of private labels is also mentioned in the thesis. Special attention is paid to private labels of food retail chains, because they are very important and economically strong players on the food market in the Czech Republic.
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Brand of qulity for food
Partynglová, Hana ; Hykš, Ondřej (advisor) ; Kořánová, Helena (referee)
The aim of this thesis is to define the concepts of food quality and brand quality. The thesis provides an overview of the current status of the most important and famous quality brands in the food market in the Czech Republic. The thesis maps about the quality of food and the perception of quality brands for food among czech consumers via a questionnaire. Write recommendation for consumers and producers. Results showed that the most important factor when choosing food is flavor. The most famous brand of quality is Klasa. The results showed low consumer awareness of quality brands.
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The specifics of the food market of Slovak Republic
Göblová, Romana ; Olšanová, Květa (advisor) ; Horváthová, Jarmila (referee)
Food industry of Slovakia became a part of European food market on 1st May 2004. This entrance was considered inevitable by Slovak producers of food and beverages as a part of intergation processes which were taking place in Europe. Despite membership with same right and duties there are still differences in subsidies among states. Because of that a state level ways of support domestic producers to help them survive in the market competition are important. Also producers need to be responsable regarding their customers by applying standarts of quality and safety.
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Research on customer requirements and perceptions of quality marks for products intended for children.
Andrejsek, Miroslav ; Hykš, Ondřej (advisor) ; Plášková, Alena (referee)
The aim of this thesis is to research customers' requirements for products for children and their perception of quality marks awarded to those products. Research focuses detection of possible changes in the shopping behavior of parents, customer preferences when buying baby products, willingness to inquire about dangerous products and knowledge of quality marks for products intended for children. Results showed that the primary requirement of customers for products is quality. Revealed further customer demand for quality marks, but also their low awareness of these marks.
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Brand Management of Regional Brands
Dohnalová, Jaroslava ; Hesková, Marie (advisor) ; Bilohuščinová, Denisa (referee)
The thesis is primarily focused on an evaluation of the communication of the Klasa quality brand. In the theoretical part there are definitions of terms like brand, brand management, region, regional brand and other terms connected with the topic of the thesis. The practical part is concerned with an evaluation of brand management of the studied brand, its awareness and trust. The thesis also brings a view of decision-making processes of customers in the connection with Klasa brand. The results of the marketing research show perception of the brand by customers from the point of view of value added. The conclusion of the thesis brings recommendation for changes in the communication and brand management of the Klasa brand in the meaning of improvement in brand awareness and trust. There are also proposals how to motivate retailers to ask for products with the Klasa brand.
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Selected food quality marks and their influence on consumers
Volfová, Kateřina ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis deals with food quality marks and their influence on consumers. The thesis is divided into theoretical and practical parts. The theoretical part focuses on the concepts of brand and quality. The basic characteristics of brands and the importance of brands for consumers are outlined in this section. The theoretical part further explains the conception of quality, its importance in the legislation, quality control in the food industry and labelling of quality food in the Czech Republic. The theoretical part of the work describes selected quality marks of food oriented to conditions for their granting. The practical part describes the methodology that was used for the implementation and evaluation of its own survey. Hereafter there are described survey outcomes. The goal of the thesis is to find out what is the influence of quality marks of food on consumers. The research itself thus aims at consumers of foodstuffs, their knowledge of quality marks and their opinions about this type of labelling.
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"Pečeť jakosti" - Quality classification of used motor vehicles
Zika, Vladimír ; Kořánová, Helena (advisor) ; Hůlová, Marie (referee)
This diploma thesis deals with quality brand issue focused on the used cars market -- "Pečeť jakosti". During the creation has been done analysis of this brand in order to take a closer look on it and on the range of it's effectiveness on the czech market. For this purpose has been used questionnaires on the customers'side and on the car sellers'side either. From this results has been afterwards concluded recommendations in order to raise awareness of "Pečeť jakosti". Also, for comparison, has been shortly dealt with used cars certification on a different than czech market.
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Customer protection on the market of textile products
Leinveberová, Tereza ; Horová, Olga (advisor) ; Čiplová, Marie (referee)
This bachelor thesis is devoted to the customer protection on the market of textile products. The aim of the thesis is to analyse customers' knowledge in the field of textile labelling, to record their preferences when buying clothes and to observe customers' opinions about competency of textile vendors. The secondary aim is to define textile vendors' attitudes to quality brands, textile education and customers' interests in information provided on product labels. The market research was obtained by the written questionnaires for users and by personal questioning of textile sellers. The market research provides the following results - the users know only some of the maintenance symbols, the product appearance has the strongest influence when shopping and the sellers are not educated enough. Textile sellers do not find quality labels and textile education important. According to their opinions, customers are not interested in detailed information about the products.
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