|
|
Celebrities Involvement in Media Marketing Communication
Uhrynová, Iva ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
Main purpose of this thesis is to bring a reader into the problem of celebrity involvement in media marketing communication. In the thesis I explain the basic terms of celebrity marketing, consumer behavior, reference groups, marketing communication and celebrity endorsement. The application part focuses on my own research concerning the attitude of the Czech population sample to the advertisements with celebrities.
|
|
| |
|
|
Loyalty of customers to the dm drugstore
Vachková, Rita ; Zamazalová, Marcela (advisor) ; Procházková, Markéta (referee)
This thesis is about the characteristics of consumer behavior and loyalty. Loyalty of customers is examined in the market with drugstore products concretely at the dm drugstore. Using marketing research conducted by questionnaire survey are detected information, whereby are deduced facts about customer loyalty to the dm drugstore. The thesis is divided into several chapters, two of them are purely theoretical, one chapter is devoted to the description of the selected chain - dm drugstore, after that follows research - secondary data are analyzed at first and then primary data. The overarching goal of this work is to determine whether customers are loyal to this drugstore and why. However, this entails several sub-goals - why customers go shopping into this drugstore, if they go elsewhere and why, the influence of a loyalty program for their decisions, and above all specific information about customer satisfaction with the drugstore.
|
|
|
Consumer behavior research
Hašková, Lucie ; Turnerová, Lenka (advisor) ; Koudelka, Jan (referee)
The major part of this work is a consumer behavior research in process of buying christmas presents. The goal of this work is to describe a consumer behavior of Prague's customers in process of buying christmas presents, also describe a a consumer behavior of different age and social groups, as well as the difference between men and women.
|
|
| |
|
|
Influence of the Internet and Social Networks on Consumer Behavior
Grigarová, Pavla ; Koudelka, Jan (advisor) ; Bilal, Linda (referee)
Methods used in the thesis include online polling and personal interviews with experts. The goal was to theoretically cover the area of internet marketing and analyze own conducted research. Research has revealed that the internet had the biggest influence on the phases of assessing the options, buying and searching for information of the last purchases of the respondents. The categories which were mostly affected by the internet were electronics and tourism services. With the increasing price of goods the influence of the internet was also growing. The most important internet marketing tools were web sites, search engines and search tools to compare prices. Concerning the social networks, their influence on consumer decision-making was only marginal. The work includes a comparison of theoretical knowledge with research and expert opinions as well.
|
|
|
Consumer behavior of the Generation Y in the Czech Republic
Charvát, Tomáš ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
The thesis is focused on problem concerning the behavior of Czech Generation Y -- people born between 1977 and 1997. The reader gradually gets to know the aspects that essentially formed the general features of this generation. The main topic covers invasion and integration of modern technologies in their common life. In more detail we are focused on the relationship between the Generation Y and marketing. We will talk about changes, which brought the Generation Y into this area, and also the recommendations necessary for their successful marketing target regarding their characteristic features and values. In the final part of the thesis we will either prove or rebut all the knowledge related to the Generation Y. The results of this thesis should summarize the facts due to the Czech Generation Y and presentation of all important factors which influence the consumer's behavior of this group of people. Good understanding of the consumer is essential to reach customer's interest.
|
|
|
Analysis of the consumer behavior
Morávek, Jakub ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
The bachelor thesis focuses on the analysis of the consumer behavior. The thesis is divided into two main parts. The first part deals with the consumer behavior in the theoretical point of view and with the factors affecting it. The second part refers to author's and the MML-TGI research which analyse the most common signs of consumer's decision making and behavior.
|
|
|
Current Trends in Consumer Behavior
Mynařík, Jan ; Vávra, Oldřich (advisor) ; Černá, Jitka (referee)
This thesis deals with three selected current trends related to consumer behavior -- onslaught of retro products and retro marketing generally, changes in behavior related to electronic marketplace, and stricter demands for flawlessly designed products and services. Each trend is described and attention is given to driving forces of these trends, the ways they can affect consumers' lives and how they can be observed. The knowledge of the trends is then applied to determine how different groups of Czech consumers can be affected by those trends, thus giving businesses hints on how to incorporate the trends in the approach to their customers and monetize on them.
|
|
| |
guest ::
