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Buyer decision process in the wedding market
Trávníčková, Vendula ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
The diploma thesis inquires into the consumer behavior in the market of wedding services and its aim is to identify and analyze the buyer decision process. The theoretical part inquires into the characteristics of consumer behavior. The practical part describes the wedding market. Next main part is based on the results of marketing research, which took the form of a questionnaire survey. The results are analyzed and presented in detail. The conclusion outlines the marketing recommendations for vendors operating in this market.
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Marketing importance of gender roles
Stříteský, Václav ; Koudelka, Jan (advisor) ; Bártová, Hilda (referee) ; Grosová, Stanislava (referee)
This thesis deals with gender roles and their importance for marketing on consumer markets. This thesis is based on the general premise that gender roles are dynamic, adaptive, and there may be trends of convergence. Since gender roles are ranked among cultural and social predispositions of consumers, their knowledge can be regarded as one of the major prerequisites of successful marketing orientation on consumer markets. This thesis deals with the differences of gender roles in terms of consumption in selected product categories, the use of leisure time, media behaviour and other fields. The approaches to the gender role portrayals in advertising are surveyed. Pivotal part is an extensive quantitative research on consumer perception of gender roles and consumer attitudes towards gender role portrayals in advertising.
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Consumer behavior in the wellness and spa services
Oplová, Kateřina ; Mlejnková, Lena (advisor) ; Kondrashov, Alexey (referee)
The thesis is divided into two main parts - theoretical and practical. The theoretical part distinguishes between classic spa and wellness industry, the importance and history of the spa. Furthermore, the theoretical part deals with marketing investigation as part of marketing research. The main part of thesis is practical part, which describes marketing research of consumer behavior in wellness services provided by spa facilities. Research includes the evaluation of customer survey, which was created for the purpose of this thesis, corresponding to the basic questions regarding consumer behavior. The conclusion summarizes the main findings and defines practical usage of trends.
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Specific customer groups, and their byuing behaviour in the Czech Republic
Magott, Marta ; Koudelka, Jan (advisor) ; Bártová, Hilda (referee) ; Stěpanovič, Boris (referee)
This doctoral thesis investigates "gay marketing" as a phenomena in the environment of the Czech Republic market. Gay marketing here is understood in a broad way, as: any activities of companies towards addressing specifically homosexual consumers. The main question of the thesis is if the trend of specifically addressing homosexual consumers can and will come to the Czech market. The goal of the thesis is to recognize consumer behavior of Czech homosexuals, and based on that to find out the specificities of that consumer segment. To be able to meet the ultimate goal, the research and analysis were covering also: analysis of existing literature on that topic, comparison of the homosexuals' consumer behavior with consumer behavior of general Czech population, approach of Czech companies towards "gay marketing" and analysis of Czech press targeting homosexuals.
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The consumer behaviour of non-organised tourism
Slezáková, Zuzana ; Jarolímková, Liběna (advisor) ; Chvostová, Ivana (referee)
The main object of this thesis is the characteristics of the consumer tourist behaviour. It focuses especially on non-organised travelling among Czech tourists. The thesis identifies the factors that have the strategic impact on consumer behaviour and applies them to tourism. The paper defines the unorganized tourism as well as the reasons of its existence. It also reveals the benefits for participants and destinations and compares the whole concept with the organized tourism. The thesis is provided by a survey that examines consumer behaviour of self-organized trips by the Czechs.
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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.
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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.
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