03505ntm a22004937i 4500 000123074 CZ-PrVSE 20221108171029.0 m d cr n|||||||||| 221108s2022 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Lomenčíková, Nikola ISIS:134368 dis Consumer perception of the dermocosmetics brand in the Czech Republic, Slovakia, and Hungary : case study L´Oréal Vichy eng Consumer perception of the dermo cosmetics brand in the Czech Republic, Slovakia, and Hungary : case study L´Oréal Vichy Nikola Lomenčíková 2022 ?? stran : digital, PDF soubor Vedoucí práce: Martin Machek Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2022 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2022 The main objective of this presented Master’s thesis is to analyse and identify the consumer perception of the chosen dermocosmetics brand belonging to the portfolio of L’Oréal group among the consumers falling into the age group of 20-35, in the scope of three elected CEE countries, Czechia, Slovakia and Hungary. To achieve this, the review of the relevant literature along with the secondary and primary research was conducted using appropriate combination of quantitative and qualitative research methods. The primary research comprised of nine in-depth interviews with the respondents in the selected age range from, originating from Czechia, Slovakia and Hungary, who identified themselves as regular dermocosmetics users. To further quantify the findings from the in-depth interviews, quantitative study was conducted in form of an online survey. After the data analysis, main results are discussed and recommendations for the Vichy marketing team are provided with respect to young segment, together with suggestions for further research on this topic. The results of the study have proved, that Vichy is still the leading dermocosmetics brand in the scope of the three analysed countries, however, its long-term leading position within the anti-age category negatively affects the perception of younger consumers, who strongly associate the brand with anti-age and less favourable brand associations, which should be addressed by the marketing team in Prague. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Brand positioning Brand equity Dermocosmetics Machek, Martin mzk2013753090 ths Placek, Martin opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/77589/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/77589 Hlavní práce https://insis.vse.cz/zp/77589/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/77589/posudek/oponent/76513 Oponentura https://insis.vse.cz/zp/77589/podrobnosti dc:identifier NEPOSILAT VSKP vse77589 221007 77589