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THE CZECH REPUBLIC NATIONAL PROGRAMME FOR QUALITY PROMOTION - CZECH QUALITY PROGRAMME
SVOBODA, Zdeněk
The Czech quality programme was created in june 2002 to promote selling of first-rate products and services. Its main point is to make these products visible to usual consumers during their shoppings. The basic principle of the Czech quality programme is not to support the only quality sign but to create an open programme which will allow to constitute an arbitrary number of quality signs within the market. These quality signs objectively certify the quality of signed products and services. The main point of this dissertation is to analyse the efficiency of the Czech quality programme. The dissertation focuses on the procedure how a company can aquire the quality sign for its product or service concerning evaluation of contributions and expenses connected with the quality sign certification. The analysis is grounded on the outcomes of a questionnaire survey, which was conducted on the sample of producers which label their products with the Czech quality programme signs (such as Czech Made, QZ, Žirafa). The result of the survey confirmed the importance and relevance of the Czech quality programme. However, marginal influence of using these quality signs on consumers was found out. The questioned producers suppose that the state should more promote these quality signes and give them more publicity which would motivate consumers to buy the certified products.
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Využití marketingových principů v oblasti agrobyznysu: výstřel do tmy, nebo cesta zpět k přidané hodnotě v zemědělské prvovýrobě
Glosová, Hana
This Bachelor thesis deals with the interconnection of agriculture and marketing. The basic question is whether the interconnection of these two areas can give new opportunities for the entrepreneur to create value-added products. In the theoretical part are defined the basic concepts related to this issue. The practical part consists of research, which is focused on entrepreneurial subjects. First, in-terviews are conducted with small family farms. Furthermore, with companies producing traditional largescale production. The conclusion is a comparison of these two different groups and a comparison of their marketing strategy. This is followed by a questionnaire survey focused on purchasing needs of buyers and their view on the current state of Czech agriculture.
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The influence of marketing on the customer at food choices
VANIŠOVÁ, Hana
The thesis deals with the influence of marketing on the customer in the choice of food. It examines whether the influence of marketing prevails over customer´s own judgment about the choice of appropriate food for daily use in terms of monitoring its nutritional composition. The theoretical part deals with the basics of marketing, with a lot of attention being paid to food goods, food labeling, nutrition and the quality of food products, which can greatly affect the quality of life. The research was conducted through a questionnaire survey. The obtained data are processed in the form of tables and graphs, supplemented with verbal commentary. The validity of the set hypotheses is statistically evaluated and processed. Based on the results of the research, at the end of the thesis, the factors influencing the purchasing decision and the individual preferences of the respondents in the food selection are evaluated. The appendix provides an overview of practical information and general advice that should help shoppers to make choices when purchasing basic foods and to better understand the information given on individual product packaging.
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Mark quality "Work of Disabel"
MICHLÍKOVÁ, Michaela
The aim of this thesis is to identify the current position of the mark of quality "Work of Disabel". Analysis of evaluation criteria and the willingness of companies to participate in the program are related to this aim. The secondary aim is to define the issue of integration of disabled people into the labor market in the Czech Republic and the survey on the level of organizations offering jobs for the disabled people. To achieve the set aims were used the questionnaires that were organized on two levels. The first questionnaire was directed to the holders of trademark "Work of Disabel". The second questionnaire was conducted at the level of companies housed in the South Bohemian and simultaneously companies employing more than 50 % of the disabled. Low awareness of the mark "Work of Disabel" and consequent low interest of potential candidates it has been found through the survey. The evaluation criteria that are necessary for obtaining the license, holders rated as "rather modest". This implies that the current position of the mark "Work of Disabel" is not ideal. Based on this, can recommended: increasing the promotion of the trademark, dock legislatively this trademark or mitigate the financial demands.
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Efficiency of state aid in the agriculture focusing on food quality marks
Svobodová, Eva ; Zadražilová, Dana (advisor) ; Sadílek, Tomáš (referee)
The goal of master thesis is evaluation of efficiency of state aid in the agriculture focusing on food quality marks. At the beginning of the work are described state institutions supporting Czech producers and their products. Evaluation of efficiency is made based on telephone interview with producers and quantitative research among consumers. Telephone interview is conducted with producers who can use a logo Regionalni potravina on their foodstuff. The aim of this research is to find out, if the producers achieved positive results in their sales after obtaining food quality mark. Quantitative research is made among consumers, where the key question is what awareness consumers have about food quality marks, what is the key factor in buying decision and if consumers noticed promotional campaigns of the Ministry of Agriculture focusing on aid of Czech producers with food quality marks. After making research it will be easier to say if state aid is effective or if there are spotted flaws or what.
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Food quality on the Czech market and its perception by consumers
Nováček, Jiří ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this bachelor thesis is to discover how consumers perceive food quality on the Czech market. The first chapter defines what food quality means, captures the legislative framework of food safety and explains nutritive value and sensory quality. The second and the third chapter are dedicated to the analysis of quality marks and tests of food quality, respectively. The last fourth chapter presents the results of the questionnaire survey.
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Communication strategy of the brand Klasa
Kantorová, Šárka ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This master thesis deals with the communication strategy of the brand Klasa. The aim is to analyse and evaluate the current communication strategy of the brand and based on the results of research confirm or disprove the hypothesis regarding quality labels. The work is divided into two parts: theoretical and practical. The first part contains chapters dealing with commercial and marketing communications, brand and its role in marketing and marketing research. The practical part is devoted to the analysis of existing communications of the brand Klasa and to own marketing research. The final part of my thesis contains a summary of findings and suggestions for brand communication Klasa in the future.
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Foodstuff quality from the customer's point of view
LEDVINKA, Jan
As mentioned by the topic of my Bachelor's thesis I surveyed a lot of respondents in order to collect the information about their view on foodstuffs quality. For example I was interested if people considered the nutritional composition of the products, if they knew what the quality food label means, how many times they bought foodstuff and how many times they had solved food related issues. Furthermore, I mention the security of foodstuffs' labelling and describe many different types of customers' behaviour. The price of foodstuffs is also a very important topic I mention. Finally I focus on specific commodities like (meat and meat products, eggs, milk and dairy products, pastries, fruits and vegetables).
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The Quality and Safety Features of Playgrounds in the Context of the Brand of Quality "Playground-Sports Ground-Gym - Verified Operation"
RYJÁČKOVÁ, Sandra
This diploma thesis defines the basic requirements of running playgrounds from the point of view of European and national legislative, technical standards and a brand of quality "Playground-Sports Ground-Gym - Verified Operation" which has been categorized in the Czech Quality Programme from 2011. The practical part of the diploma thesis deals with the analysis of the quality and safety of the playgrounds in the area of the statutory city of České Budějovice (SM ČB) from the scope of users of the playgrounds, operator, that is the municipality of the city of České Budějovice, and controlling organ (ČOI). To obtain all relevant information about the quality and safety of the playgrounds there was established communication with the Testing Institute of Light Industry, producers and providers of equipment for the playgrounds in the area of SM ČB, the owner of the brand of quality "Playground-Sports Ground-Gym - Verified Operation", operators of the playgrounds awarded by this brand of quality and the Center of Accident Prevention. In the concluding part of this diploma thesis is evaluated the state of the playgrounds in the area of SM ČB from the point of quality and safety and there are suggested some steps toward improving their running.
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