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Vliv ROPO efektu na nákupní chování spotřebitelů generace Y a Z na trhu s elektronikou
Beňo, Martin
Beňo M. Influence of ROPO effect on consumer shopping behaviour of generation Y and Z on the electronics market. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis deals with influence of the ROPO effect on the consumer shopping behaviour of generation Y and Z on the electronics market. The main goal is to propose marketing recommendations to increase attendance in the online or offline sales channel of retailers on the electronics marketing in the Czech Republic, based on the finding out whether and how the ROPO effect, or the reverse ROPO effect, affects the purchasing behaviour of consumers of the generation Y and Z in this market. To fulfil the goal, both secondary and primary data were used. Primary data was obtained through quantitative research using a questionnaire survey, which was supplemented with findings from qualitative research conducted using semi-structured in-depth interviews. The data was statistically analysed and based on the results recommendations were proposed for retailers on the electronics market in the Czech Republic using the 4P marketing mix.
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Erotické apely v reklamě a její percepce generací Y
Zemánková, Jolana
ZEMÁNKOVÁ, J. Erotic appeals in advertising and their perception by Generation Y. Master thesis. Brno: Mendel University, 2021. This master thesis focuses on the use of erotic appeals in advertising and their perception by Generation Y. Based on the evaluation of a questionnaire survey, eye-tracking research and an in-depth interview conducted across Generation Y, as well as the evaluation of an in-depth interview conducted with an advertising creator, the stated aim of the thesis was achieved, i.e. to make recommendations to advertising creators regarding the implications of erotic appeals within com-mercial messages when targeting Generation Y.
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Work values and motivation of generation Y and Z
Bistřický, Maxmilián ; Tuček, Milan (advisor) ; Svobodová, Tereza (referee)
This bachelor's thesis deals with the issue of work values and motivations of Generations Z and Y in the Czech Republic. As Generation Z enters the job market, researching their values and motivations becomes increasingly relevant. A good understanding of generational values helps create a work environment suitable for optimizing performance and satisfaction. This work builds upon foreign research of generations and seeks to explore this topic further within the Czech population. In the first part, the thesis is grounded in theory. Both generations are described, including their characteristics and differences on a general level, as well as already researched work value characteristics. The thesis is also anchored in the study of values, and three dimensions are conceptualized, forming the basis for subsequent analysis: internal, external, and socio-relational values. Data from ISSP modules Work orientations III and IV from 2005 and 2015 are utilized for the analysis. The analysis in the IBM SPSS program is based on crosstabs tables supplemented with the Chi-square test. Factorial and cluster analyses are then performed, testing the consistency, strength, and structure of the conceptualized dimensions and variables. In conclusion, the results of the analysis, the limitations of the work, and...
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Czech sport journalists of generation Y: Career reflection based on job satisfaction and motivation
Hobzová, Ilona ; Chladová, Marta (advisor) ; Turková, Kateřina (referee)
This diploma thesis deals with the career reflection of Czech sports journalists on the basis of attributes of job satisfaction and motivation. It focuses on Generation Y journalists, whose are described in professional studies as economically active, demanding a higher standard of living, emphasizing personal fulfillment, but also interested in their personal and family life. The aim of this thesis is to describe the generation of sports journalists in terms of their professional satisfaction and motivation. Based on a quantitative questionnaire survey and qualitative research in the form of personal semi-structured interviews and their analysis using the method of interpretative phenomenology, the thesis attempts to describe the most common challenges that journalists belonging to Generation Y face during their careers. These include work-life balance, gender inequality in the workplace, generation conflicts in the work team or insufficient financial remuneration. The sample is made up of men and women who were working in audiovisual, radio and print/online sports media during the interviews.
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Vliv tzv. „Ikea“ efektu na spotřebitele generace Y
Hochvaldová, Jana
Hochvaldová, J. The affect of „Ikea“ effect on generation Y. Master thesis. Brno: Mendel University, 2021. This diploma thesis outlines the „Ikea“ effect and the way how it affects consu-mers who belong to the generation Y. The „Ikea“ effect describes that people who cooperate on the assembly of the product, give it higer value automatically. The theoretical part of the thesis describes consumer behavior and behavioral econo-my, where the „Ikea“ effect belongs to. The analytical part of the thesis focuses on the analysis of the questionnaire survey and deep interview. At the end, the results gained though the survey were connected with the information and experiments described in the literature. Based on these results, the recommendation for com-panies who would like to use the „Ikea“ effects in their marketing and business strategy has been determined.
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Manipulation in marketing communication
BURIANOVÁ, Denisa
The aim of this thesis is to evaluate the attitudes of generation Y towards the manipulative practices of selected marketers based on the analysis of problematic approaches to marketing communication. In terms of the methodological approach, a qualita-tive method was used, specifically content analysis methods and individual in-depth interviews. The results show that with the new technological era, there are many new methods available to manipulate consumer behaviour in purchase decisions. Among the respondents, who were representatives of generation Y, the predominant attitude was negative towards manipulative practices used in discount promotions as a sales promotion. The approach to influencer marketing and promotion of alcohol and tobacco produ-cts was also criticised. On the contrary, a more tolerant attitude was taken towards advertising spots.
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Consumer behavior of generation Y in the banking market
PETRENKO, Viktoriia
This diploma thesis deals with the Generation Y consumer behavior in the banking industry. The aim of this thesis is to find out the key factors influencing consumer decision-making during selection banks by analyzing their decision-making process and prepare recommendations for banks operating in the Czech Republic. The theoretical part of this thesis focuses on consumer behavior, factors influencing this behavior, broader generational classification and more detailed characteristics of Generation Y. The practical part contains the evaluation results of the quantitative research and recommendations for banks operating in the Czech Republic. The proposals relate to reducing bank charges, improving interpersonal communication and investing in artificial intelligence.
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Presenior education
Krhovská, Denisa ; Veteška, Jaroslav (advisor) ; Dostálová, Vladimíra (referee)
The aim of this diploma thesis is to identify the differences in pre-senior education (self- education, financial security, maintenance of social relationships, social activities etc.) among the representatives of generations X, Y and Z. The attention of the thesis is focused on old age and aging including different types of aging and biological, psychological, and social manifestations of the old age. Demographic situation in the Czech Republic and impacts of the population aging on society is included in the topic of old age and aging. The thesis focuses on pre-senior education, i.e. preparation and adaptation on aging and old age and pro-senior education within which the intergenerational learning is examined. For better understanding of the whole problematics the characteristics of the generations X, Y and Z are described. Quantitative research was conducted in the form of questionnaire, which was distributed to the representatives of generations X, Y and Z. The aim of the quantitative empirical research is o identify whether and how the representatives of the three generations are preparing themselves for aging and old age and what the differences between them are. In the empirical part of the thesis, the individual questions are analysed from the point of view of the answers of Generations X,...
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