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Private Labels in Retail
 Kaincová, Iveta ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor thesis deals with the problematics of private labels on the czech market and is primarily focused on its consumer perception. In the context of the narrower focus of the work, the research of the perception of private labels by the consumer is focused on the range of private cosmetic brands, and only the drugstore chains operating in the territory of the Czech Republic. The main objective of my work is to find out how the Czech consumer perceives the private cosmetic labels of the drug chains, whether they consider them to be of high quality or poor quality, whether they are watching a certain connection between their prices and quality and whether they are even able to recognize them among the branded goods. The theoretical part deals with the definition of key concepts and characteristics of individual private labels of each individual drugstore chain. The practical part is focused on the research itself, determining the assumptions related to the given cosmetic labels and their refutation or possible confirmation. This is followed by an evaluation of the existing steps of the chains and the recommendations of a new business strategy including cosmetic brands.
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