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Marketing research of Umbro brand value on the football equipment market
Bureš, Jan ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of Umbro brand value on the football equipment market. Objectives: The main objective of this thesis is to find out how football equipment consumers percieve the value of the Umbro brand. Another objectives included identifying the position of the Umbro brand in comparison to other brands, to determine its strenghts and weaknesses and suggest measures that could lead to increasing the brand's value in the consumers' eyes. Methods: This thesis uses the method of quantitative research. First, it was necessary to collect primary data for this research. Electroning questioning was used to collect such data. The selection of the respondents was done by partially influenced selection. The sample size was defined to at least eighty respondents. Results: The research showed that 78% of respondents have personal experience with football equipment of Umbro brand. It was also found out that product quality and funcionality were the two top rated criteria of Umbro products. This criteria were also among the two most important when it came to customers' preference when buying football equipment. According to respondents, the Umbro brand lacks propagation, as a part of them cannot recall any form of propagation of the Umbro brand. Keywords: marketing research, brand, brand value,...
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Marketing research of Umbro brand value on the football equipment market
Bureš, Jan ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of Umbro brand value on the football equipment market. Objectives: The main objective of this thesis is to find out how football equipment consumers percieve the value of the Umbro brand. Another objectives included identifying the position of the Umbro brand in comparison to other brands, to determine its strenghts and weaknesses and suggest measures that could lead to increasing the brand's value in the consumers' eyes. Methods: This thesis uses the method of quantitative research. First, it was necessary to collect primary data for this research. Electroning questioning was used to collect such data. The selection of the respondents was done by partially influenced selection. The sample size was defined to at least eighty respondents. Results: The research showed that 78% of respondents have personal experience with football equipment of Umbro brand. It was also found out that product quality and funcionality were the two top rated criteria of Umbro products. This criteria were also among the two most important when it came to customers' preference when buying football equipment. According to respondents, the Umbro brand lacks propagation, as a part of them cannot recall any form of propagation of the Umbro brand. Keywords: marketing research, brand, brand value,...
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Marketing Research of the Adidas Brand Value on the football equipment market
Nešněra, Filip ; Procházka, Jan (advisor) ; Voráček, Josef (referee)
Title: Marketing research of Adidas brand value on the football equipment market Objectives:The main objective of this thesis is to find out how football equipment consumers perceives the value of the Adidas brand, especially active players on the performance level. Another objective was to identify the position of the Adidas brand in comparison to competing brands, to determine its strengths and weaknesses and propose measures that would lead to increase its value from the customer's perspective. Methods: The method of quantitative research was used in this work. It was necessary to collect primary data for this research, because there are no available secondary data for researched problem. Electronic questioning was used for data collection and selection of respondents was done by partialy influenced selection. Sample size was defined to at least one hundred respondents. Results: The research brought generally very positive results for the Adidas brand. It was found out that almost 90% of respondents have personal experience with football equipment of Adidas brand. Together with Nike brand, Adidas was evaluated as the most popular brand of football equipment. It was also found out that the two most important criteria that respondents take into consideration when they are buying football...
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