Vnímání značky Nescafé

The bachelor’s thesis topic is The perception of the Nescafé brand and it is focused on the perception of this brand in the Czech coffee market. The aim of the thesis is to evaluate consumer’s opinion of the Nescafé brand and wheter they recall the Nescafé on the first place. Deeper research brings us a closer look at a customer’s habits of drinking coffee. The target group of consumers is above 15 years old age and they are examined by a quantitativequestionnaire. The thesis is divided into two parts: the theoretical and practical. In the theoretical part there are described the base terms about the brand. The practical part contains Nescafé’s brand presentation. For this thesis, there have been taken the secondary data from a company KPMG and the data from the Median’s research Media & Lifestyle – Target Group Index. Both companies are doing the systematic investigation of the consumer's habits and behavior in the Czech Republic. At the end of the thesis, there are summarized my findings and recommendations, which are based on the secondary and primary data.