Analytické zkoumání významu marketingového mixu pro produkty péče o prádlo v České republice

This diploma thesis examines the influence of marketing mix elements on customers' purchasing decisions for laundry care products in the Czech Republic. The research explores the dynamics of the global and Czech laundry care markets, emphasizing the digital transformation of the industry and sustainable initiatives introduced by major manufacturers. The study employed choice-based conjoint analysis to evaluate the importance and impact of marketing mix elements and their respective levels. The empirical findings of this thesis highlight several key insights. Firstly, in terms of product concepts, price is indicated as the most important component among all the examined marketing mix elements. Secondly, the research indicates that sustainability claims have the least impact on customers' purchasing decisions for laundry care products. The findings offer valuable insights for marketing managers to evaluate product performance by identifying the most significant marketing claims. These insights contribute to enhancing product visibility and competitiveness in the market.