Current perception of the Škoda brand by customers from the Czech Republic

This thesis examines the current perception of the Škoda brand by Czech customers. The main objective of this thesis is to analyse their attitudes towards the brand and, based on the information found, to propose recommendations for improving the perception of the Škoda brand. The theoretical part of the thesis defines key concepts related to the brand, consumer, their consumption behaviour and marketing research. Subsequently, the methodology of the thesis is described, which combines qualitative and quantitative research methods. The practical part focuses on the analysis of the automotive market in the Czech Republic, provides a detailed description of the Škoda brand and presents the results of own research focused on the perception of the Škoda brand. The thesis concludes with an overall assessment of the Škoda brand based on the findings, and associated recommendations that can benefit Škoda Auto.