Detergents market analysis and Perwoll brand analysis on the Czech market

The aim of the Master`s Thesis is analysis of detergents market on the Czech market with focus on Perwoll brand and prove or disprove the previously stated hypothesis together with the aid of the primary and secondary data from marketing research. After that it was proposed the recommendation for other brand marketing orientation. Under the terms of the analysis the thesis is looking into the consumer behaviour on the detergents market and its structure. The thesis is structured into three main parts. First part is theoretical and creates a background for the other parts. Second part primarily describes the detergents market, the structure and consumer perception. What is the brand awareness and what is the key factor during the buying decision process. Later on, it is looking into the Perwoll brand itself and its characteristics. The last part is the marketing research based on primary data and questionnaire research. In the end, the results of the research are summarized and potential solutions are made