Lokalizační strategie globálních značek snacků na českém trhu

This thesis examines the influence of localization strategies on consumer perceptions of global snack brands in the Czech Republic. Drawing on the framework of Global Marketing Strategies (GMS), the study investigates how product-level and marketing communication localization affect brand attractiveness and consumer attitudes. Data were collected through an online questionnaire administered to 197 respondents residing in the Czech Republic. The survey included Likert-scale, multiple-choice, and open-ended questions, and the data were analyzed using descriptive and inferential statistical techniques through JASP. The findings indicate that localization positively influences consumer perceptions of global snack brands; however, tangible localization factors, such as localized flavors, packaging, labeling, and product availability, exert a stronger effect than communication-based localization. The results also reveal differences across consumer groups by age and background. The study provides practical recommendations for international snack brands seeking to strengthen their position in the Czech market through effective localization strategies.