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Mapping culture preferences of Klatovy
Tomanová, Jaroslava ; Tyslová, Irena (advisor) ; Kouba, Vojtěch (referee)
Research of motivation, values and other factors which influence preferences and consumption behaviour in the culture sector is standard practice in the developed countries. This bachelor thesis focuses on introducing several methods that have been used for the research in different countries. The practical part suggests a method which could be used for this kind of research in the area of Klatovy and the villages belonging to the power of this municipality. There have been developed statistical techniques used for measuring the relevance of the factors which influence the consumption behaviour in culture and arts. This might be significantly important not only for the cultural organisations and efficient decision making but also for the municipalities and the transparent redistributing of financial sources in this sector.
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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.
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Marketing importance of body image
Klingerová, Lenka ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The Bachelor Thesis concentrates on the marketing significance of body image from the consumer point of view of an individual. It defines the meaning of body image as well as its evolution throughout time. It also refers to the factors significant to self-cognition of individuals and with that closely connected display of shopping habits. It defines the basic conceptions of customer behavior, marketing communication and the theoretic elements needed to acomplish the survey located in the second part of my thesis. The goal is to uncover the perception and future impact of body image on the consumer and underpin the main and possible new trends of behavior in this area. One of the outcomes of the survey is the establishment of the fact that people prefer a healthy and vital body in comparison to one artificially created.
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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.
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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.
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Trends of the consumer behaviour during the global economic recession: Detailed image of the Czech consumer
Kadilák, Michal ; Chytková, Zuzana (advisor) ; Stříteský, Václav (referee)
The main goal of this bachelor thesis is to explain the perfumes consumption trend in the Czech economic background and its differentiation from other, mostly savings-oriented trends. I am interested not only to describe the main signs of the trend, but I will also focus my research on unveiling hidden motivators inside consumer himself/herself. To fulfill this assignment, I chose the methods of qualitative market research to gather and interpret relevant data. Research itself was conducted with 5 consumers using individual in-depth interviews. During interviews, I was consecutively realizing the differences between general consumption pattern during the crisis and the consumption of perfumes, as one of the factors of self-presentation. By the end of the research, all the main drivers of consumers spending towards this specific category were identified. All findings were compared and connected to the theories of well known experts in the field of customer behaviour study, Cooley's "looking-glass self" and Belk's -- "extended self". The perfumes consumption trend confirmed its existence in the Czech Republic among respondents and has shown its tight correlation to consumers' identity and personality.
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Consumer Behaviour of the Segment of Seniors
Petláková, Eva ; Hesková, Marie (advisor) ; Čapek, Michal (referee)
The goal of the diploma work is to describe the theoretical aspects of the consumer behaviour of the segment of seniors. In the practical part the marketing research in the field of tourism is described and realized. On base of outcomes of the research the evaluation and suggestion of marketing arrangements are decribed. There is also comparison of the situation in the field of tourism for seniors between Czech Republic and the Kingdom of Spain done. Final part of the thesis is focused on evaluation of the overall situation which was desribed: marketing research of the tourism and the demand of the seniors.
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Consumer Behavior in Fashion
Dvořáčková, Alena ; Vávra, Oldřich (advisor) ; Koudelka, Jan (referee)
In my thesis I deal with the topic of consumer behavior when buying clothes. The theoretical part describes consumer behavior, factors that influence them and buyer decision process itself. The practical part is focused on marketing survey, which explores consumer customs and their fashion understanding. Questionnaire is used as a method of analysis. The analysis itself and some practical tips for marketing campaigns are a part of final conclusion.
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Protective Factors Influencing the Use of Nasal Hygiene Products.
KROUPOVÁ, Veronika
This diploma thesis is a loose continuation of the bachelor thesis titled Impact of the Advertising Campaign on the Sales of Products of Pharmaceutical Companies and its Impact on the Consumer. The theoretical part was appropriately expanded to include new findings mentioned in modern literature in order to identify all protective factors that may affect the use or purchase of nasal hygiene products. Attention is paid to the associated processes such as marketing, marketing communications and consumer behavior of the customer. In connection with the subsequent analysis health issues are also mentioned. In the practical part, the success rate of individual advertising campaigns in the years 2007 - 2010 on Nasivin and Sterimar in connection with sales that occur subsequent to influenza, non- influenza diseases and allergic diseases morbidity in the population of the Czech Republic is evaluated. Buying habits of a customer ? a possible Nasivin consumer, what medication he/she uses to treat rhinitis, and what brands of nasal decongestants he/she knows are analyzed. In connection with the product Nasivin and Sterimar, the relationship of a customer and a pharmacist, with regard to the product brand and practices in recommendations, is analyzed. The data were obtained from several sources. The company Merck Serono provided me with information on advertising campaigns and sales results in 2007 - 2010. The market research agency Median provided the data for the target customer analysis. The third data source was the agency STEM / MARK, from which I received background data on consumers' buying habits and practices of pharmacists when recommending products. The fourth source of data was the State Institute of Public Health with information relating to respiratory and allergic diseases. By the carried out analysis a close correlation between the sale of products and the occurrence of respiratory diseases, but not allergic diseases, was proved. The company knows well how to target customers and their needs and it respects the products seasonality. It should focus primarily on acquiring new customers and stop the existing customers´ move to competition. In the discussion and the conclusion the issues of health, the Czech health care system and the prevention of civilization-related diseases are mentioned.
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Consumer behaviour on the market with banking services
VIOLOVÁ, Aneta
The main purpose of this bachelor work was to evaluace consumer behaviour on the market with banking services and to analyse main reasons of the consumers dissatisfaction. For this work there were exploited secondary sources focused to marketing, marketing research, consumer behaviour , banking system and banking services. Primary data were obtained from the questionnaire investigation made by means of internet. Further a client scenario was created on which test case selected current accounts were compared with regard to the banking charges. Final outcome of my bachelor work was execution of common reccomendation for the consumer.
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