Vnímání značky Nutrilon na trhu kojeneckých mlék v Hlavním městě Praha

This diploma thesis is focused on analysis of perception of the brand Nutrilon at the market with infant milks in Prague and on segmentation of this market. The main objective of this thesis is to find out how is Nutrilon perceived among mothers who use or used to use infant milks, according to which attributes they decide to buy milks and why they choose that particular brand. Simultaneously there are discovered and developed particular market segments which can be attractive for Nutrilon. Work consists of two parts. Theoretical part deals with consumer behavior, explains the term brand, process of the market segmentation and describes marketing research and method used in the thesis -- the questionnaire survey. In the practical part characteristics of the manufacturers that produce infant milks are described and analyzed each of their brands. Furthermore, I analyzed agency data from continuous research MML-TGI that provided Median s.r.o. At first the target group is characterized by a general analysis. Afterwards I used factor analysis to reduce variables to the factors. And then I put women into clusters based on clusters analysis. The segments are described in detail using general and contingency analysis. Primary data are gained from own research through questionnaire survey. In the conclusion of diploma thesis there are presented the results of data analysis. Based on those results there are provided appropriate marketing recommendations for Nutrilon and uncovered segments. These recommendations should help Nutrilon in the future to become number one at the market of infant milks.