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Irrationality in purchasing behaviour
HERMANOVÁ, Eliška
The aim of the work titled ?Irrationality in shopping behavior" was to realize several experiments aimed to confirm the irrationality in the shopping behavior and then make cross-cultural comparisons. To allow the comparison of results, were selected experiments already performed by Dan Ariely with American students. During the works were progressively evaluated predetermined hypotheses.
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The potential involvement of celebrities in marketing communication of selected product categories
Jehličková, Anna ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
The aim of this thesis is to determine whether the involvement of a celebrity in advertising is the right choice and also make recommendation for selecting the appropriate celebrity in advertising beer, more precisely, three specific brands (Pilsner Urquell, Krušovice and Staropramen). In the thesis I explain the basic characteristics of consumer behavior, reference groups, marketing communication, celebrities and marketing research. The application part focuses on the beer market in the Czech Republic and the brewing in 2010, further I pursue my own selection of brands of beers and I state a brief characteristic of both particular beers and businesses. I continue the content analysis and the analysis of my own research, whose main objective is to select particular celebrities for selected brands of beer, on the basis of characteristics and features of celebrities, which should correspond to the image of each brand.
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Deceptive Advertising and Analysis of Its Effect on Consumers
Barvínek, Jakub ; Pešek, Ondřej (advisor) ; Havránek, Petr (referee)
This bachelor thesis deals with deceptive advertising and its effect on consumers. The first part of this thesis describes deceptive advertising as a part of unfair competition, definitions, psychology of advertising and means to influence consumer's decisions. In the practical part the specific cases of deception in advertising are identified, including their demonstrations on examples. The following chapters contain the evaluation of the survey to determine consumer awareness of deceptive advertising, consumer's manipulability and their attitudes towards advertising. The conclusion summarizes the objectives of this bachelor thesis, there are also suggested other possibilities of further investigation and it describes the contribution of this thesis.
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Relation between consumer behaviour and social class
Le Phan, Hai Anh ; Surynek, Alois (advisor) ; Kašparová, Eva (referee)
The thesis deals with social stratification and consumer behaviour. Specifically, it deals with the influence of social class on consumer behaviour. The textbooks of marketing have already pointed out some examples of influencing consumer behaviour by social class. The main goal of the thesis is to show the influencing not only from a theoretical point of view, but primarily to demonstrate the impact of social class in real life by using collected data. The thesis adapts data from different studies and researches to demonstrate the influence of social class. Data also help to explain the possible reasons for different consumption. Different consumer behaviour of different social class is demonstrated on food consumption. The food consumption is chosen because the food is part of life of all classes.
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Purchasing decision process of consumers in the detergents market
Janoušková, Veronika ; Koudelka, Jan (advisor) ; Moserová, Andrea (referee)
The aim of my Master thesis is to analyze consumer process of purchasing decision in the detergents market. Through this aim I am trying to confirm or deny defined hypothesis by research. In theoretical part is detailed description of consumer behavior and marketing research. Next chapter is dedicated to specifications of main producers in the detergent market which is followed by my own research. To my research were used primary and secondary researching sources. Questionnaire was used as primary source. Analysis is accomplished through excel tabs and graphs. At the end of my thesis is a summary based on analysis and recommendations for the companies, which occur in the detergent market.
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Mystery shopping - Comparison Douglas vs. Sephora
Homola, Martin ; Zamazalová, Marcela (advisor) ; Šojdel, Václav (referee)
A fight for customer is nowadays a typical sign of business. There is no doubt about an importance of a customer service. If a company doesn't dispose of quality in this point of view, a dissatisfied customer will use competitor's service in future. There is plenty of sellers, who don't master their roles. However, to measure the quality of service is difficult. One of methods that are used by a modern marketing, is mystery shopping. This instrument serves for an identification of imperfections in the process of service, where occurs a contact between the seller and the customer. It reveals a relief and a complete approach of staff to customers. Based on this there is a possibility to compare results with standards and norms of the company, but also with competitors, the market. Identification of the best and the worst parts is a possibility to improve the performance and the quality of service. A topic of my dissertation is usage of mystery shopping to compare the customer service in perfumeries Douglas and Sephora. The aim of the dissertation is to recommend steps concerning customer service to Douglas and Sephora based on results of mystery shopping. Partial aims are judging aspects as the importance of time of shopping, whether there is a difference between quality of customer service during week and on weekend, how much it's important if the customer is a man or a woman, or if the critical factor is customer's age. I will also try to prove that prices in common stores are noticeably higher than in e-shops.
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Consumers' perception of the health aspects between categories of fresh and processed cheeses
Volbrechtová, Michaela ; Chytková, Zuzana (advisor) ; Říha, David (referee)
This thesis is focused on consumers' perceptions. It concentrates specifically on the perception of fresh and processed cheeses in terms of health.. The thesis deals with choice of a healthy lifestyle and how it influences consumer behavior and choice of products, which consumers use to present selected lifestyle to their surroundings The paper summarizes the theoretical knowledge of consumer's behavior, what effects it has on his behavior and how the patterns in consumer's mind are created. Using qualitative research and its analysis, the thesis tries to expose consumers' attitude toward the health phenomenon, how are the processed and fresh cheeses perceived in terms of health and how the consumption of processed cheese identifies with the concept of a healthy lifestyle. As a method of qualitative research were used focus groups and in-depth interviews.
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