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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
The effect of the clame "superfoods" in consumer behaviour
 Neťuková, Markéta ; Vondra, Zdeněk (advisor) ; Pešek, Ondřej (referee)
The master thesis is concerned with the effect of the clame superfood and its impact in consumer behaviour. The aim of this thesis is to find out how consumers perceive the phenomenon of superfoods and how this claim effect their consumer behaviour. The theoretical part of the thesis defines and explains the terminology related to the key term superfoods such as functional foods, superfruits and organic foods. Subsequently the thesis edentifies the rules of a food labeling with the emphasis on health and nutrition-related claims. The thesis then examines the recent development of the superfoods market with its trends either from the local and the global point of view. The theoretical part is ended by the analysis of the methodology The Six Elements of Superfruits Success, which defines the six elements leading to a successful business strategy in a field of superfoods industry. The empirical part of the thesis shows the survey results of the effect of the clame superfoods and organic foods on products and its impact in consumer behaviour in the Czech Republic. The thesis then deals with the case study Jeřáb (a product containing a superfood). The thesis draws up a draft proposal for a new communication strategy of Jeřáb with the emphasis on the fact that Jeřáb is a product containing a superfood.
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Fundraising in non-profit cultural project of civic association Auto*Mat - with focus on the project “Zažít město jinak”
 Neťuková, Markéta ; Hucková, Barbara (advisor) ; Malcová, Zuzana (referee)
This thesis describes fundraising in non-profit cultural project, therefore describes possibilities in raising financial and non-financial resources needed for realization of cultural project. Theoretical part of this thesis explains characteristics of non-profit sector, describes concept of fundraising, deals with principles and methods of fundraising and last but not least describes possibilities of financing non-profit sector and cooperation of multiple subjects in this sector. Practical part of this thesis is aimed on concrete cultural project -- neighborhood festival "Zažít město jinak" arranged by civic association Auto*Mat with focus on development, concept, target, organization and fundraising of this festival. This thesis analyzes current state of fundraising in connection to sustainability of "Zažít město jinak", bonds between organizers and forms of cooperation with emphasis on community cooperation.
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