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Marketing Research of Retail Market
Nesvačilová, Dana ; Novotný, Milan (referee) ; Šimberová, Iveta (advisor)
The purpose of the master’s thesis is a marketing research in retail market with fast-moving goods in relation to food purchases via the Internet. The first part of this work is devoted to theoretical description of the retail sector, current trends and aspects associated with the customer. The second part contains an analysis of retail development in the last decade and further analysis of the findings which serve as bases for the processing of marketing research. The information obtained from this survey will be used to formulate a proposal on new services for retailers, to reveal the perspectives of grocery shopping and consumer goods through the Internet or through other communication media.
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Obmedzovanie škodlivej spotreby v Európskej únii pomocou daňových nástrojov
Černáček, Kristián
The diploma thesis is focused on consumption taxes in the European Union, their changes and impacts on limiting harmful consumption. The author of the diploma thesis examines the level and change of consumption tax rates in EU countries, the development of average and median wages, prices of goods of harmful consumption and the costs caused by harmful consumption. The main goal of the diploma thesis is to find out whether it is possible to effectively reduce consumption by increasing tax rates. The secondary goal is to define the amount of consumption taxes in the EU, to find out prices and wages. In the Czech Repub-lic, find out the level of consumption, calculate the elasticity of demand and compare the results with the results of a questionnaire survey. Based on the findings, evaluate the effectiveness of the tax policy and propose measures.
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Percepce udržitelnosti na trhu s módou
Kocfeldová, Kristýna
The thesis deals with the consumer behaviour of Generations Y and Z in the fashion market and the issue of sustainability. The aim of the thesis was to analyse the behaviour of these consumers in the fashion market and to identify their perceptions and attitudes towards sustainable fashion. The analysis of primary and secondary data led to the achievement of the objective. Secondary data served to provide an overview of the current situation on the global and Czech fashion market and to identify the attitude of the subjects towards sustainability in fashion. Primary data was obtained through quantitative research in the form of a questionnaire survey (n=200) and qualitative research in the form of in-depth interviews with six representatives of generations Y and Z. The thesis also includes a cluster analysis through which three consumer segments were identified. Based on the findings, recommendations for fashion market entities were made in order to increase awareness of sustainability issues in fashion and to support the sale of sustainable fashion.
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Instagram jako komunikační nástroj prevence plýtvání potravinami u generace Z
Štěpánková, Tereza
ŠTĚPÁNKOVÁ, T. Instagram as a communication tool for prevention of food waste in Generation Z. Diploma thesis. Brno: Mendel University in Brno, 2023. At present, food waste is considered to be a serious problem worldwide, as thousands of tonnes of food are wasted every year. Food waste occurs at all stages of the food chain, but households account for the largest share. A change in consumer behaviour is therefore needed to minimise this waste. This thesis therefore aims to propose an appropriate communication campaign on the popular Instagram network aimed at preventing food waste and promoting sustainable behaviour, based on the identification of key factors influencing food waste rates among final consumers of the Z generation. This communication strategy is based primarily on information provided by quantitative and qualitative research and should make a positive contribution to changing food consumption behaviour.
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Spotřební chování v oblasti m-commerce
Křivák, Martin
Křivák, M. Consumer behaviour in m-commerce. Diploma thesis. Brno: Mendel University, 2023 The thesis deals with consumer behaviour in m-commerce (mobile com-merce). From primary research using a questionnaire survey, it is found that con-sumers perceive the biggest advantages of m-commerce as the ability to shop any-time, anywhere and convenience. On the other hand, they perceive difficult adapta-tion by older people and limited physical contact as the biggest disadvantages. The factors that most influence consumer behaviour are price, supply and availability and user-friendliness. It is also found that consumers mostly purchase goods or services from the following categories: food, beverages and pet food, clothing and accessories, and electronics. Using cluster analysis, consumers are divided into four segments and recommendations for retailers are identified for each segment.
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Wine tourism in Turkey
Tanriverdi, Kutay
Exploring wine tourism in Turkey and the Czech Republic is crucial to understanding how it affects tourism and the economy of these countries. The objective of this thesis is to analyze and compare the development, challenges, and potential of wine tourism in Turkey and the Czech Republic, employing both theoretical insights and practical strategies. This research employed a mixed-methods approach, combining qualitative and quantitative data. Qualitative data was gathered through in-depth interviews with Turkish wine producers (n = 5) and Czech expert. Quantitative data was collected via online questionnaire (n = 105). Comprehensive literature review helped to explore the current landscape of wine tourism in both countries. The study examined wine tourism in Turkey and the Czech Republic, emphasizing the collaboration between researchers and industry. It underscored the importance of preserving culture, adopting sustainable practices, and creating unique experiences to position these countries as premier destinations for wine enthusiasts globally.
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Chování spotřebitele na trhu s doplňky stravy
Parfusová, Zuzana
Parfusová, Z. Consumer behaviour in the dietary supplement market. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis explores consumer behaviour in the dietary supplements market with the aim of identifying factors influencing consumer behaviour in this market. A sub-objective is to investigate whether a framing effect influences consumers' decisions and purchases of dietary supplements. The theoretical part delves into fundamental concepts related to the researched topic, while the analytical part includes the analysis of both secondary and primary data. Based on the results obtained from these analyses, recommendations are proposed for business entities operating in the dietary supplement market.
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Chování spotřebitele při nákupu bavlněného spodního prádla
Lasáková, Luisa
This diploma thesis deals with consumer behaviour in the area of buying cotton underwear. The aim of the work was to find out what awareness of this issue is mainly among Czech and Slovak consumers, while identifying problems associated with the purchase of cotton underwear, willingness to buy and knowledge in the area. Quantitative research in the form of a questionnaire survey (N = 212), and qualitative research (N = 38) consisting of eye-tracking research and an in-depth interview is used to fulfil the goal. The importance is mainly based on the preference of colours, the location of certification infographics, the composition of the material and the price. Based on the results, the recommendations for the sellers of the lower lingerie from organic cotton are given.
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Změny v chování spotřebitelů při nákupu potravin a nealkoholických nápojů
Osičková, Jana
The bachelor thesis deals with changes in consumer behaviour when buying food and non-alcoholic beverages. The aim of the bachelor thesis is to identify factors that influence consumer behaviour when buying food and non-alcoholic beverages, identify what factors are influencing consumers today, compare the resulting data with historical studies that have been conducted in this area and propose recommendations for Czech retailers in the food and non-alcoholic beverage market. The data were obtained using quantitative research and were processed in Microsoft Excel and Statistica. The results from the questionnaire survey showed that the factors of necessity, quality and previous experience have the greatest influence on consumers.
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