Neloajalita spotřebitelů v FMCG sektoru

The Master's thesis focuses on consumer disloyalty in the FMCG sector, which represents a market opportunity from a different perspective. The first part of the thesis introduces and discusses the issue of consumer disloyalty and its relationship with fast moving consumer goods, the more resilient decision-making process in consumer behaviour and the different marketing approaches of companies. The second part builds on the theoretical foundation with just three lines of research to demonstrate brand switching in defined target groups. First, in-depth interviews are conducted with some FEG employees to investigate the variables behind consumer disloyalty. Second, syndicate data from the MML-TGI are analysed to identify specific clusters with different consumer behaviour and levels of disloyalty. Finally, a questionnaire survey of FEG employees in Prague is used to test the degree of influence of variables on consumer disloyalty, for which significance is also tested using correlation analysis. Finally, the results of the research are summarised, which confirm partial customer disloyalty on the basis of the exposed target group without evidence of significant factorial causes. The contribution of the paper lies not only in the detailed analysis of consumer disloyalty, but also in the presentation of brief marketing recommendations for new and existing companies in the FMCG market.