|
|
Private labels and how they are perceived by consumers
Laštovičková, Lucie ; Zamazalová, Marcela (advisor) ; Mottlová, Libuše (referee)
Private label products encompass all merchandise sold under a retailer's brand. This brand can be the retailer's own name or a name created exclusively by that retailer. Private labels definitely mean for all three concerned parties (producer, retailer and consumer) many advantages, but also some disadvantages.We can divide them into three categories: economy, standard and premium labels. The most developed private label country in Europe is Switzerland. The private label share reaches about 45%. The share of private labels in Czech republic is almost 20%. At present almost all business chains have their own private label. Private labels are most widespread in discount shops The result of my questionnaire research, says: 67% of informants buy private labels regularly. The greatest advantage for consumers is a low price. On the other hand, the disadvantage is their lower quality and unattractive cover.
|
|
|
Marketing aspects of consumer price perception
Tsiligiannis, Georgios ; Karlíček, Miroslav (advisor) ; Král, Petr (referee)
This thesis focuses on two theoretical approaches from the marketing literature: first, the degree to which consumers tend to associate a higher product price with a higher quality (price-perceived quality relationship) and second, the assumption that odd prices (prices set just below the nearest round figure) generate higher than expected demand at that level. The thesis concludes that there seems to exist an overall positive weak correlation between product price and perceived quality, which is also product/market specific, and that the effects of odd pricing on demand have been mixed and inconclusive. Important managerial implications arise from these conclusions. On the same grounds, an empirical study examines the relation between product price and actual product quality and shows that the relation is actually very weak for products falling into the category of electronics. Lastly, a second empirical study shows that odd prices prevail in the retail sector of the Czech Republic.
|
|
| |
|
| |
|
| |
|
|
Analysis of the Customers' Shopping Behaviour in the Town of Tábor
Novotná, Jana ; Cimler, Petr (advisor) ; Hommerová, Dita (referee)
The bachelor thesis analyses shopping behaviour of the customers in the town of Tábor and its environs. The first chapter indicates the current shopping behaviour of customers at the present time. The second chapter briefly charakterizes the town of Tábor and focuses in more detail on the retail network in this town and its surroundings. The next chapter describes the way of acquiring the data for the analysis and the last chapter contains the analysis of customers' shopping behaviour itself.
|
|
|
Promotion of sales with focus on consumer
Dibelka, Michal ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The thesis is concentrated on sales promotion, particularly focused on consumer. The theoretical part includes the defined consumer segments and in more detailed way the tools of sales promotion to consumers are outlined. The practical part is dedicated to the questionnaires investigation, helping to find the answers to questions like if Czech consumers are affectable by promotion of sales or what forms of promotion seem to be the most interesting to customers and which are less attractive.
|
|
| |
|
| |
|
|
Analysis of the Consumers' Shopping Behaviour in Selected Locality
Fritsch, Martin ; Cimler, Petr (advisor) ; Hommerová, Dita (referee)
Bachelor thesis analyses shopping behaviour of the customers from Černošice and its environs. It describes selected shops in Černošice and nearby and briefly characterizes a development of preferences of a type of a main shopping place for food in the Czech Republic and shoppers' character in the Czech Republic. Shopping behaviour of the customers from Černošice and its surroundings is analysed on the basis of its author's survey. The choice of shops is described as well as its reasons. The importance of these reasons is compared according to the choice of the type of main shopping place or the shoppers' mobility. The outcomes of this analysis are compared to the situation in the Czech Republic.
|
guest ::
