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Sensory marketing in interior design
Hrušková, Eliška ; Zimmermann, Miloslav (referee) ; Pelčák, Svatopluk (advisor)
This bachelor thesis explores the use of sensory marketing in interior design. The theoretical part introduces the basic concepts of sensory marketing and the marketing research process. Sensory marketing enhances the customer experience, influences buying behavior and brand memorability. The positive results of the application of sensory marketing in cafes are confirmed through the analysis of data obtained from questionnaires. For example, it was found that although the smell of coffee was not very noticeable in the premises, most respondents ordered coffee, which could be due to olfactory marketing on a subconscious basis. Distinctive decorative elements also attracted respondents and promoted better brand recall. In most cases, respondents' preferences were consistent with theoretical assumptions. The paper compared respondents' preferences and feelings with objective data from a research questionnaire. At the end, the results were presented and discussed.
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Modification Proposal of Marketing in the Selected Company
Vyorálková, Petra ; Žolcer, Michael (referee) ; Milichovský, František (advisor)
The aim of the diploma thesis is to present proposals in the field of marketing mix 4P, which will help spread awareness of the company Bontcycling.cz, which imports cycling shoes from Hong Kong to the Czech B2C market. The company is analyzed using the 4P marketing mix, external environment analysis and Porter's model of five competitive forces. It was further done a questionnaire survey. The aim of questionnaire survey was to identify customer preferences in the marketing mix, namely: product, price, distribution, and communication. The analyzes used and the survey of customer preferences reveal weaknesses and possible solutions. The design part of the work presents proposals in the field of marketing mix, which are to increase awareness of the company.
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Identification and evaluation of customer preferences for selected product
Tůma, Milan ; Hurta, Jakub (referee) ; Chlebovský, Vít (advisor)
Finding customer preferences when deciding about buying a tractor in the 201-300 horsepower category. Attributes will be gained through questionnaire survey, and will be used in the QFD method, where there will also be comparison of major competitors in a given market segment. The evaluation of tractors will also include the voice of the customer, gained from KANO model. KANO model will be second survey that will be used in this thesis. The conclusion is to build an ideal tractor structure that matches the customer's wishes.
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Market research of handball sportswear in the Czech Republic
Filip, Robert ; Čáslavová, Eva (advisor) ; Opelík, Daniel (referee)
Title: Market research of handball sportswear in the Czech Republic Objectives: The aim of this thesis is to obtain a cmprehensive overview of the situation on the czech market for wprotswear for handbal players, which can be used by already existing companies and also the companies that wanted to enter this market. Methods: In order to obtain primary data, qualitative methods were used in the form of an in- depth interview with the owner of the largest online store in the Czech Republic focused on handball, as well as quantitative methods in the form of a questionnaire survey of Czech handball players. Business data from the given e-shop is used as a source of secondary data. Results: Key words: company, customer preferences, brand loyalty, online store
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Different parameters monitoring by "ALE" and "lager" beer typ
KREJČÍ, Leoš
This bachelor thesis monitors changes in selected parameters for these types of beer: "ALE" and "lager". The theoretical part describes general information about beer. In the practical part, beer samples are evaluated empirically and sensory. All tested beers are sold in the Czech Republic and produced by various fermentation methods. In empirical research individual beer samples are assessed according to the volume content of alcohol and according to the extract of the original wort. Sensory evaluation includes appearance, color, taste and smell, frothiness and bitterness. This thesis also includes a consumer survey focused on beer preferences.
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Modification Proposal of Marketing in the Selected Company
Vyorálková, Petra ; Žolcer, Michael (referee) ; Milichovský, František (advisor)
The aim of the diploma thesis is to present proposals in the field of marketing mix 4P, which will help spread awareness of the company Bontcycling.cz, which imports cycling shoes from Hong Kong to the Czech B2C market. The company is analyzed using the 4P marketing mix, external environment analysis and Porter's model of five competitive forces. It was further done a questionnaire survey. The aim of questionnaire survey was to identify customer preferences in the marketing mix, namely: product, price, distribution, and communication. The analyzes used and the survey of customer preferences reveal weaknesses and possible solutions. The design part of the work presents proposals in the field of marketing mix, which are to increase awareness of the company.
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Customer behavior and brand preferences in a snowboard shop
Chrtková, Štěpánka ; Janák, Vladimír (advisor) ; Hlaváčová, Petra (referee)
Title: Customer behavior and brand preferences in a snowboard shop Objectives: The main aim of this thesis is to find out what are customers during their purchase of winter sports clothes and equipment influenced by and what are their decisions based on. Another task is revealing what brands in the Snowboardel shop belong to the most known and preferred ones. Methods: In this thesis there is used the method of iterrogation and the method of analysis. The iterrogative method was used to collect the information essential for the research. Afterwards were these information analysed to find out the internal relations and its causes. Results: The research revealed that customers are during their purchase mainly influenced by the quality, design and price of the winter sports products. They also usually think their purchase thoroughly out. Among brands the big and well-known world snowboarding brands are usually most known and preferred. Keywords: Customer behavior, brand, winter sports equipment, customer preferences
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Identification and evaluation of customer preferences for selected product
Tůma, Milan ; Hurta, Jakub (referee) ; Chlebovský, Vít (advisor)
Finding customer preferences when deciding about buying a tractor in the 201-300 horsepower category. Attributes will be gained through questionnaire survey, and will be used in the QFD method, where there will also be comparison of major competitors in a given market segment. The evaluation of tractors will also include the voice of the customer, gained from KANO model. KANO model will be second survey that will be used in this thesis. The conclusion is to build an ideal tractor structure that matches the customer's wishes.
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