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Analysis of consumer´s attitudes to the retailing formats
Dvořák, Jan ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The thesis is focused on retail marketing and its main goal is to analyse consumer's attitudes to the various retailing formats. First part is dedicated to some theoretical terms of retailing, stores typology, consumer behaviour, segmentation and specifics of retail marketing. Next part analyses available information from public researches, articles and MML database to reveal present situation and trends on retail market. In the last part is executed own primary research with aim to discover consumer behaviour and attitudes to the retailing formats and its perception.
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The impact of information technologies on tourist behaviour
Porkertová, Adela ; Vaško, Martin (advisor) ; Duľa, Vladimír (referee)
The thesis focuses on development and use of information and communication technologies and their final impact on tourist behaviour in the sector of tourism. First part is dedicated to the theory od tourism in general, it states the main participants, it defines more specifically tourist behaviour from the point of view of consumer, it describes the development of modern technologies that directly or indirectly influence the sector of tourism industry. The target of the practical part of the thesis, using the quantitative research, is to point out on the influence that brings the concrete technology as Internet and its services to his users and in the same time consumers in tourism.
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Consumer Behavior of the Segment of Elderly People
Ryznerová, Hana ; Hesková, Marie (advisor) ; Žilková, Alena (referee)
This thesis describes aspects of consumer behavior in the elderly segment focused on financial products. Different fundamental concepts, relevant to the field of consumer behavior of seniors, are characterized in the theoretical part. A short description of the current offer of financial products for seniors follows. The practical part is focused on market research, data analysis of the selected segment and a presentation of conclusions that are based on the research findings. One of the last chapters of this thesis contains information on a research performed by a Czech company working in this field. The research studies financial products agreed by seniors in the Czech Republic.
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Consumer behaviour on a coffee market
VACKOVÁ, Kateřina
The aim of this bachelor´s work is to analyze consumer behavior in the coffee market, what manner of consumers prefer coffee, important factors when choosing coffee. First, secondary data were obtained from literature. Then, quantitative research was conducted by questionnaire survey. Based on the research has proposed specific recommendations to improve marketing tools, the company TH Kaffee.
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Consumer behaviour on the market with remanufactured cartridges
PÍTROVÁ, Lenka
The main purpose of my bachelor work was to analyse consumer behaviour on the market with remanufactured cartridges and evaluate the current exploitation of the marketing tools in chosen corporation. Then on the basis of this analysis suggest some improvements. For making up this work I have used the study of expert literature as well as the collection of primary sources. I have obtained the primary sources by carrying out the questionnaire investigation. I have compiled the information acquired by the investigation into graphs and tables so that the results were well-arranged. In addition I have analysed the graphs in words. The second task of this thesis was to analyse the current exploitation of the marketing tools in ARMOR, s. r. o. and then suggest some improvements based on obtained information.
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Usage of communication media by consumers
HAVLÍČEK, Radek
Based on the online consumer preferences questionnaire and research in the area of consumer{\crq}s experience with communication mediums, the objective of this thesis is to propose appropriate changes to the marketing mixture in a chosen business subject. The thesis is divided into three main parts. The first one focuses on the relevant literature and outlines the academic problem of this work. The second one is based on qualitative and quantitative research done in the area. At the end of this thesis, the third part provides the reader with the final concept of the online retail store, followed by the proposed arrangements and changes to the marketing mixture of the enterprise as an outcome of the previous research. While working on the qualitative research used in this work, the analyses of the marketing, communication and retail mixture were gathered and assessed all together using interviews with the online retail store owner. In addition, the quantitative part was aimed to the costumers, their opinions and attitudes to the outlined media used within store. Also the credibility of the communicating channels was taken into account. Some of the factual findings merely confirmed the trend of the contemporary era. As emerged from the questionnaires, the Internet shall be confirmed to be the most popular medium, while the respondents confessed to spend the most time using it and rated it as the most important among other offered ways of communication between them and the retail store. These all relevant fact were used to analyse {--} and to prove or disprove the assumptions on how each media affects consumers and to which level the media is actually utilized. The final part of the thesis is dedicated to the online retail store concept including recommendations on modification of the marketing mixture of the business subject, where the qualitative research took place.
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Consumer behavior in the passenger car market in the Czech Republic
Příkopová, Zuzana ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
This Bachelor thesis deals with the behavior of consumers in the passenger car market in the Czech Republic. The main objective is to characterize the passenger car market in the ČR, find preferences and the essential factors affecting the sample of respondents addressed, outline the anticipated further development and formulate possible marketing recommendations. Thesis focuses on my own marketing research, which is done through a questionnaire survey among consumers aged between 20 -- 35 years old. The evaluation of marketing research was done at the 1st and 2nd level of analysis with attention on differences among particular groups of respondents. All identified information is summarized as at the end of the thesis, so in the previous subchapter, which also contains some marketing recommendations.
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Buyer´s decision process in the printer market
Čuřínová, Simona ; Koudelka, Jan (advisor) ; Král, Ludvík (referee)
The goal of this diploma thesis is to analyze the buyer's decision process in the printer market for household. The most important of the theoretical part is the description of the whole process. The thesis is also focused on the different views on the buyer's decision process, description of factors, which influence the decision flow and on different types of the process. In the analytic part is the main attention sticked at the research of buyer's decision process in the printer (multifunction) market for households. It is based on questionnaire survey. Summing up and marketing recommendations are mentioned at the end of the thesis.
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Consumer Behaviour and Healthy Life Style
Kolářová, Ivana ; Hesková, Marie (advisor)
The theoretical part describes theory of consumer behavior and explores all related aspects such as social, cultural, private and psychological. Four different types of view are outlined in this part. These are economical, passive, cognitive and emotional. Theoretical part of the thesis further describes "healthy live style" and "eating behavior" of czech population. Practical part starts with a brief introduction of analyzed company and then continues with current marketing strategy using external and internal analysis. The questionnaire was used to gather information about attitude of czech population to healthy life style. The thesis gives an example of implementation marketing tools for realization of active summer holiday
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Buyer decision process in choice of mobile phone operator
Grinová, Renáta ; Zamazalová, Marcela (advisor)
The aim of this diploma thesis is to analyze a buyer decision process of consumers in choice of mobile phone operator with a focus on individual. The diploma thesis is divided in six parts. The first and second parts focus on theory of marketing of services with an emphasis on services of mobile operators followed by consumer behavior. Next part covers problems of mobile phone operator's market. Next key part is buyer decision process of consumers in choice of mobile phone operator based on secondary (agency) data and based on results from analysis of a questionnaire. A summary of acquired results is compared to all phases of buyer decision process in sixth part. Comparing of results for picked customer segment with actual offer of mobile operators in Czech Republic is at the end of this thesis.
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