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The brand perception of Fairtrade at the Faculty of Economics, University of South Bohemia
 KUPKA, Vilém
The main goal of this bachelor thesis is to find out how the brand Fairtrade? is perceived at the Faculty of Economics of the University of South Bohemia and sub-sequently to suggest ways how to improve the perception. The first part focuses on the explanation of basic terms: fair trade, brand, percep-tion and marketing research. Fair trade is a trading partnership that offers better working conditions for people from developing countries. There are several principles regarding trading partnership, e. g. people are remunerated fairly, commodities are produced with respect to the environment. Partial goals of the thesis consist of surveys whether students and employees are acquainted with the brand Fairtrade?, which products of this brand they buy frequently and how the supply of these products at the Faculty of Economics is perceived. The quantitative survey method a standardized online questionnaire is applied here. The second part contains the answers to these questions. The survey results are presented within suggestions and measures that could strengthen the perception of the brand Fairtrade? at the Faculty of Economics of the University of South Bohemia.
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8 Kupka, Vojtěch
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