Browsing by Author "Hrabalová, Barbora"

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    Průzkum preferencí studentů vůči značce s ohledem na fast-food restaurace
    (Technická Univerzita v Liberci, 2008-01-01) Hrabalová, Barbora; Dědková, Jaroslava
    The aim of this study was to investigate students´ brand preferences for the fast-food restaurants and if they influence perceptions of several other factors. The relationship between brand preferences and the receptiveness to advertising, the perceived importance of knowledge or the perceived importance of price were statistically tested. The results confirmed the existence of modest relationships. The brand loyalty was another tested factor. Besides the fact that customers were mainly loyal to those restaurants they had the preferences for, the results indicated that a significant number of respondents seemed to distribute their purchases over a couple of brands of their repertoire to which they were loyal. This is called loyalty parity. Moreover this study analysed the importance of particular factors that influence the consumer´s choice of the outlet and the perceived advantages the branded fast-foods have over the unbranded ones.