|
|
Sociální marketing: kampaň Viney "Vraťme život zpět do vinic"
Horanská, Barbora ; Průša, Přemysl (advisor) ; Vrbičan, Ján (referee)
Social marketing had been mainly connected with non-profit organisations. However, as the market develops the companies require higher level of sustainability and differentiation. Therefore, social marketing is now also applicable to other businesses. In order to prove the benefits of social marketing for company and society this thesis provides basic theories of classical marketing and their comparison with social marketing. These theories were applied to analyse a specific example of Vinea and their 2016 campaign Bring life back to vineyards. The campaign proves Vinea approach to connect their heritage with modern advertising. While connecting people over the most important element of brand, the grape. Vinea created several events to teach participants of campaign about the wine growing in Slovakia to connect the brand with its core ingredient. The goal of the thesis is to find out attitudes of consumer towards Bring life back to vineyards campaign and give a recommendation for the follow-up of campaign. The questionnaire with Lickert questions, multiple choice and open questions was used to research the attitudes of consumers. The sample contained 109 respondents out of which 64 were women and 45 men. The average age was 32,54. The research showed the overall perception was positive and the female respondents reached higher level of agreement in almost all questions. Although the awareness of campaign was very low (7,3%). The recommendation was to continue in this way of promoting wine production but extended it to various wine regions in Slovakia and Czech Republic while focusing on the ecological wine growing and upgrading interaction via social media with passive audience to be more in touch with the campaign.
|
|
| |
|
|
Attitudes and buying behaviour of customers of a shopping center
KOROUSOVÁ, Radka
The theme of my graduation thesis was "Attitudes and buying behaviour of customers of a shopping center". The object that I have explore was the shopping center Tesco Pisek. Marketers must be able to survive on the market competition, so they must know their own consumers. It is important to know the consumer behaviour, to know what is importent for consumers and it is also important to know the consumer knowledge of diferent products. This topic has me interested because of the most important timeliness. To get all those information I must do marketing research, these results was evaluated in this graduation thesis.
|
|
| |
|
|
Cause Related Marketing Effectiveness in Czech Republic
Jirsáková, Šárka ; Lhotáková, Markéta (advisor) ; Laschoberová, Libuše (referee)
This thesis concerns with effectiveness of cause related marketing, the promotion tool, by which the firm tries to positively influence relations with consumers. In first three chapters the tool of cause related marketing is presented, some examples of successful foreign and also home campaigns are given, and facts about perception and attitudes of American consumers especially the Millenial generation members toward the cause related marketing are placed here. In next four chapters the thesis concerns with own research of attitudes of Czech millenials, analyses the outcomes and compares the differences in answers according to sex, age and the place of living. At the end some contrasts in the attitudes of Czech and American consumers are studied.
|
|
|
Analysis of the attitudes of consumers to the types of retail outlets
Merklová, Eva ; Bártová, Hilda (advisor) ; Černá, Jitka (referee)
The objective of this thesis is to find out attitudes of consumers to different types of retail outlets on the Czech market. There are analysed secondary and primary data in the thesis. Secondary data are extracted from the research Market&Media&Lifestyle of the Median agency. Primary research is carried out face to face. The aim of this thesis is to explore opinions of the consumers, their emotions and predispositions to behavior, to discover all of the three dimensions of the attitudes.
|
guest ::
