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The impact of Fairtrade programmes on the consumption of private labels
HUBÁČKOVÁ, Petra
The main aim of this diploma thesis is to assess the impact of Fairtrade programmes on consumption of private label products in chosen retail chain. Important part of this thesis is to make suggestions to raise awareness of private label products with Fairtrade programme certification based on the found information. This diploma work has two parts - theoretical and practical. Theoretical part is focused on Fairtrade and Fairtrade programmes, private labels, marketing research and consumer behaviour. Practical part includes description of chosen retail chain - Kaufland v. o. s and their private labels in connection with Fairtrade programmes. Very important in practical part is marketing research. Marketing research was implemented in the form of and online questionnaire with 22 questions. The obtained data were analysed with MS Excel and software Statistica. Specifically, Pearson's chi-square test and correlation coefficient were used. Based on the analysis, the results were evaluated The main finding from the research is that awareness of Fairtrade programmes is generally low. The same situation is with using Fairtrade programmes at private label products. The main reasons for buying are taste and price. Next reasons are good feeling, environmental protection, good working conditions and others. From the survey were obtained other interesting information. In conclusion, people are not completely indifferent to Fairtrade and helping others, but awareness needs to be raised, which will lead to more help to producers and farmers in developing countries. Another benefit will be higher sales of products of private brands of retail chains with Fairtrade programme certification mark.
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Market position of a private label
HUBÁČKOVÁ, Petra
The main aim of this bachelor thesis is to suggest how to improve private labels development in the selected retail trade. The partical aims are find out how consumers perceive private labels and what is their place in the market. This thesis is devided into two parts - theoretical and practical. Theoretical part is focused on terms like private label, brand, marketing research etc. Practical part is about private labels of one selected retail trade. In this case it is Kaufland and private labels in their range of goods. The main method used in practical part is collecting data in quantitative marketing research. The marketing research is realized online at Google Forms. The questionnaire is composed of 21 questions and it was filled with 178 respondents. The main recommendations for retail chain Kaufland and their private labels development based on marketing research are better propagation and better desing of packaging. Private labels are generally quite popular. Main reasons for buying private labels products are good quality and favourable prices.
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Vintner`s speech
HUBÁČKOVÁ, Petra
The diploma thesis concerns with The Vintage{\crq}s Speech. The theoretical part deals with two outstanding points. It describes Czech language with its dialects and slang, concentrates on slang {--} its definition, history and aspects of slang. It introduces basic problems of planting vine and producing wine. The main part consists of a dictionary of words used by vinegars. The practical part defines the vocabulary as slang and looks for the aspects typical for slang {--} systematisation, univerbisation, synonymy and homonymy. Further it presents word-formation and origins of the words and tries to classify the vocabulary according to the various points of view e.g.: according to part of speech, their onomaziologic base, age of users etc.
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