Market position of a private label
| Autor: | HUBÁČKOVÁ, Petra |
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| Jazyk: | čeština |
| Rok vydání: | 2022 |
| Předmět: | |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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