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Zavedení nového druhu piva na trh v České republice
Brázda, Tomáš
This Master's thesis deals with the customers' behaviour on the beer market in South Moravia region and the capital city of Prague. The main goal is to ascertain the posibility of success in introducing new kind of beer. Another goal is to discover the characteristics of customers' behaviour, their relation to beer in general and furthermore the decisional process on the beer market in South Moravia region and the capital city of Prague as well as noticing the difference in customers' behaviour in those parts of the Czech republic. There are target segments of potentional customers, positioning of the pro-duct and other marketing recommendations for introducing a new kind of beer defined based on the results of survey that was analysed using the statistical me-thods. The result of the thesis will be given to the management of the minibrewery Pegas that is based in Brno, so that they can decide whether to introdu-ce this new beer on our Czech market.
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Návrhy opatření pro zvýšení návštěvnosti sportovních akcí
Hrůzová, Barbora
The main objective of this thesis is to identify factors which influence the degree of attendance at sporting events and using those factors offer proposals for sport organizations, which will enable them to maintain their even attendance base, if not increase it. The secondary objective of this work is to uncover, whether various segments of attendees exist, and what specific characteristics they carry. The primary research, thanks to which the results used for this work were obtained, entails a quantitative method (235 respondents in questionnaire survey) and a qualitative method (10 participants of in-depth interviews). This data was evaluated primarily in the statistical software Statistica v. 12 with the use of statistical methods.
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Návrh on-line komunikace internetového obchodu s vínem
Semelová, Klaudie
Semelová, K. Proposal of on-line communication strategy for wine e-shop. Bachelor thesis. Brno: Mendel University, 2021. The bachelor's thesis deals with the proposal of marketing communication on the Internet for the e-shop tvojevino.cz. The thesis includes an analysis of the consumption and import of wine to the Czech Republic. The work analyzes the internal and external environment of trade. The knowledge obtained from the questionnaire survey was used to design a communication strategy. The questionnaire survey focused on consumer and shopping behavior among respondents from the Czech Republic. The resulting strategy contains recommendations that can be used to promote e-shop on the internet and increase business profits. The final part of the thesis deals with the possible effects of anti-pandemic precaution on trade sales.
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The impact of consumer behavior on the vegetables marketing in Yemen Republic
Al-Gahaifi, Tarish H.N.
The aim of this thesis to analysis factors influencing consumer behavior and his/her purchase decision making when buying vegetables, and its impact on marketing of vegetable in Republic of Yemen. The study depend on number of hypothesis, the most important of them was that there are many cultural, social, and economical factors influencing Yemeni consumer behavior which in turn effect on agricultural marketing in the country. Based on the obtained results it is obvious that in the chosen statistical data about the development in production and consumption of vegetables in the Republic of Yemen, increasing in the cultivated area of vegetables within study period (19952009) led to rise in its production and thus in available to consumption. On the other side there was a deficit in all marketing functions of agricultural products. From the given analysis for factors influencing Yemeni consumer behavior it can be concluded that factors price, occasions, discontent, and time of purchase showed a high degree of influence on the behavior of Yemeni consumer when buying vegetables, while factors habit, display, sorting, and the location of seller suggests medium influence, and the influence was low for wordmouth, for factors quality, personal relationship between consumer and buyer, and recommendation of family and friends the influence was high and medium. On the other hand the small sell units are dominating to buy in Yemen.
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Vliv slevových portálů na cestovní ruch v České republice
Sláma, Miroslav
Sláma, M. Impact of discount portals in tourism in the Czech republic. Diploma the-sis. Brno: MUAF, 2018. This diploma thesis deals with discount portals and their influence on consumers’ behaviour when purchasing a holiday. The methods of questionnaire survey (n = 687) and depth interviews (n = 11) were used to determine the typical consum-ers’ behaviour and the influence of discount portals. Based on the gathered in-formation, the results of the primary research were introduced and the general as well as the specific conclusions regarding the influence of discount portals in the Czech Republic were drawn.
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Chování spotřebitele na trhu s knihami
Očenášková, Martina
The diploma thesis deals with the behaviour of adolescent consumers on the book market, more precisely on the book market with a literary fiction. The aim of the diploma thesis is primarily to examine the influencing factors, which affect these consumers and, based on them, to suggest recommendations for entities operating on this market. The literature research introduces the theoretical basis of consumer behaviour, the factors that affect them, the purchasing decision-making process or the marketing communication mix. It is also possible to find a closer look at the adolescent consumer in the digital age in this part. Furthermore, an overview of the Czech book market and the current situation on this market is given. The analysis of both secondary and primary data obtained by a question-naire survey is performed in our own work. On the basis of our findings, market-ing recommendations are suggested for entities, who operate on the book market.
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E-mail marketing
Jurnečková, Jana
The thesis deals with e-mail marketing. It focuses on identifying factors that affect the behavior of users of e-mail and newsletter subscribers. It evaluates the role of e-mail marketing as a part of communication mix of companies and e-shops, current trends, e-mail campaigns, e-mail marketing software provider. To study the behavior of users of e-mail and newsletter subscribers a questionnaire survey was conducted on a sample of 610 respondents and in-depth interviews (n = 30). Content analysis was used to analyze electronic commercial communication. The results allowed to formulate recommendations for creation of e-mail campaigns of e-shops, Internet shops and other companies.
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Chování spotřebitelů na trhu bezlaktózových výrobků
Hánečková, Zuzana
The diploma thesis deals with consumer behaviour in the market of lactose-free products. The aim of the diploma thesis is to propose measures to increase the efficiency of distribution and promotion for manufacturers and distributors operating primarily in the market of lactose-free products in the South Moravian Region. The diploma thesis is divided into two parts, literary research and practical part. The literary research focuses on consumer behaviour and the market of lactose-free products. The practical part deals with the orientation analysis in the market of lactose-free products and with primary research, which was conducted through a questionnaire survey among the consumers of the South Moravian Region. At the end of the diploma thesis the statistical hypothesis are tested, market segmentation is performed and then proposals are made.
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Role vzhledu obalu u biopotravin
Bocanová, Lucie
This bachelor's thesis explores the role of organic food packaging design, especially focused on pointing out the attractive elements of the packaging. The theoretical section describes the elementary knowledge and definitions from related literature. In the practical section a marketing survey was carried out in form of a questionnaire in order to find out what role packaging design plays in consumers' purchasing decisions. Further, it explores the attitude of Czech consumers towards organic food, it reveals their awareness of this healthy food and also reveals the frequency and selection of their organic food purchases. The conclusion contains the survey results that establish the key factors and concrete criteria which would lead to increased consumer interest in these products and which the producers of the packaging should consider. These results are compared with the secondary data in the discussion section.
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