Comparison of Brand Images of Cola Drinks on the Czech Market among Millennials

Ekaterina Rumiantceva

Master's thesis

Abstract:

The paper is aimed to analyze the attitudes of millennials toward cola beverages in the Czech Republic. The main objectives of the master’s thesis are to discover the main patterns in the attitudes toward cola brands, evaluate influential criteria of brand image formation, and understand the reasons for Kofola’s market leadership. To do so, brand image concepts and brand equity models are studied. The millennial group is examined, and the leading behavioral patterns are highlighted. Worldwide consumption is divided into regions. The MML-TGI is studied to understand profound patterns. 10 qualitative individual interviews are conducted, and the prominent attitudinal motifs are detected. Finally, 375 quantitative surveys are organized to explore the topic. The discoveries show that attitudes to brands depend on quality, nutrition, and associations among others. This paper concludes with propositions for future work.

Abstract:

The paper is aimed to analyze the attitudes of millennials toward cola beverages in the Czech Republic. The main objectives of the master’s thesis are to discover the main patterns in the attitudes toward cola brands, evaluate influential criteria of brand image formation, and understand the reasons for Kofola’s market leadership. To do so, brand image concepts and brand equity models are studied. The millennial group is examined, and the leading behavioral patterns are highlighted. Worldwide consumption is divided into regions. The MML-TGI is studied to understand profound patterns. 10 qualitative individual interviews are conducted, and the prominent attitudinal motifs are detected. Finally, 375 quantitative surveys are organized to explore the topic. The discoveries show that attitudes to brands depend on quality, nutrition, and associations among others. This paper concludes with propositions for future work.

Keywords

Brand image, Beverages in the Czech Republic, Consumption, Brands’ perception, Millennials, Cola beverages

Keywords

Consumption, Cola beverages, Beverages in the Czech Republic, Brand image, Brands’ perception, Millennials

Language used: English

Date on which the thesis was submitted / produced: 14. 12. 2022

Thesis defence

• Date of defence: 1. 2. 2023
• Supervisor: Václav Stříteský
• Reader: Radek Tahal

Vysoká škola ekonomická v Praze

Master programme:
Management