Vliv marketingové strategie značky Shelma na nákupní chování spotřebitelů

This master's thesis examines the impact of Shelma's marketing strategy on consumer purchasing behavior in the cat food sector. The research aims to identify consumer preferences, factors influencing the decision-making process when choosing cat food, and the perception of the Shelma brand compared to its competitors. The study also focuses on the segmentation of cat owners, considering their relationship with their pets, feeding approaches, and preferences for specific products. The practical part of this thesis focuses on the methodology and research findings, which include a quantitative survey and a SWOT analysis of the Shelma brand. Furthermore, it proposes a marketing strategy for Shelma and provides recommendations for other brands in the industry.