Privátní značky firmy Lidl v České republice a USA

The diploma thesis gives insight about consumer perception of the private labels of discount chain Lidl in the Czech Republic and USA. In researched countries, Lild uses different approaches for its private labels. This paper aims to determine the main differences in the marketing approaches of Lidl private labels and compare its leverage on the Czech and American consumers. The impact of Covid-19 on consumer behavior and shopping habits had been also taken into account. The relevant data was collected by questionnaire surveys in both markets. The assembled data was assessed by statistics methods in the SPSS program. The practical outcome is a comparison of consumers' perceptions of the Lidls private labels of Czech and American consumers.