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The Study of Leisure Activities of the Czech Consumers
Marholdová, Lucie ; Chytková, Zuzana (advisor) ; Černá, Jitka (referee)
This thesis focuses on leisure activities in the Czech Republic. The aim is to determine how the Czech consumer spends his leisure time and to analyze it in terms of factors such as sex, age and education. The theoretical part defines leisure, its history, functions and categories. This part also describes the trends of leisure in the Czech Republic. In the practical part data from Market, Media & Lifestyle -- TGI database are analyzed using data mining method.
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Communication Strategy of Kenvelo
Plajner, Jan ; Karlíček, Miroslav (advisor) ; Chytková, Zuzana (referee)
This thesis is dedicated to the problem of communication strategy in the fashion business with application on one of the fashion retailers, Kenvelo. Clothing business, or as we will refer here fashion business is together with food, transportation and communication businesses one of the most natural and essential parts of our lives. Nonetheless, fashion business is one of the most challenging and unpredictable ones, driven by many different factors and sometimes hardly comprehensive links. The main aim of the thesis is to identify the communication tools appropriate for the target group of Kenvelo, develop a new concept for communication and propose a media plan which would support this concept.
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Company's marketing mix
Repaská, Kristína ; Zamazalová, Marcela (advisor) ; Chytková, Zuzana (referee)
The aim of presented Master's degree work is to analyze already established marketing mix of new business and to optimize it or suggest the new one. This master's thesis is divided into two parts, theoretical and practical. In theoretical part we have elaborated theoretical knowledge about marketing mix and its creating and summarized the basic analyses and theoretical resources, necessary to define particular parts of marketing mix. Second, practical part of this thesis includes a description of new established business Coffee Beer Wine bar u Kemov, characterization of the actual structure of its marketing mix and the scheme of suggested optimized new one.
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The attitudes of Czech women towards the plastic and aesthetic surgery
Študentová, Vanda ; Karlíček, Miroslav (advisor) ; Chytková, Zuzana (referee)
This Bachelor's Thesis is focused on the attitudes of Czech women towards the plastic and aesthetic surgery and its main goal is to analyse and compare these opinions. In the theoretical part the explanation of the key terms and ideas based on the scientific literature is done. These mainly are the attitudes, beauty ideal, body image and plastic and aesthetic surgery including brief history of this field. Consequently, in the practical part the quantitave research efectuated through a standardized questionnaire is presented. Its acquired results are described and illustraded by graphs and diagrams. Finally, the general outcome of the research is more thoroughly commented on and analysed.
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Trends of the consumer behaviour during the global economic recession: Detailed image of the Czech consumer
Kadilák, Michal ; Chytková, Zuzana (advisor) ; Stříteský, Václav (referee)
The main goal of this bachelor thesis is to explain the perfumes consumption trend in the Czech economic background and its differentiation from other, mostly savings-oriented trends. I am interested not only to describe the main signs of the trend, but I will also focus my research on unveiling hidden motivators inside consumer himself/herself. To fulfill this assignment, I chose the methods of qualitative market research to gather and interpret relevant data. Research itself was conducted with 5 consumers using individual in-depth interviews. During interviews, I was consecutively realizing the differences between general consumption pattern during the crisis and the consumption of perfumes, as one of the factors of self-presentation. By the end of the research, all the main drivers of consumers spending towards this specific category were identified. All findings were compared and connected to the theories of well known experts in the field of customer behaviour study, Cooley's "looking-glass self" and Belk's -- "extended self". The perfumes consumption trend confirmed its existence in the Czech Republic among respondents and has shown its tight correlation to consumers' identity and personality.
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Materialism among young Czechs and Slovaks in comparison with other countries
Šefčíková, Natália ; Chytková, Zuzana (advisor) ; Koudelka, Jan (referee)
The Bachelor's thesis analyses the perception of materialism among young Czechs and Slovaks, and compares them with the researches undertaken in other countries. The theoretical part concentrates on defining terms such as materialism, consumer society and in this terms subsequently characterizes consumers in selected countries. Linking quantitative and qualitative methods of survey research used in the practical part focuses on the analysis of the Czech and Slovak youth to materialism. The goal is to give marketers the necessary information concerning materialism and on this basis help them to influence young people from different cultures in their favour, gain competitive advantage and streamline the marketing mix.
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Youth healthy lifestyle: comparison of views of urban and rural individuals
Říšský, Jan ; Chytková, Zuzana (advisor) ; Karlíček, Miroslav (referee)
The work deals with the issue of perception of healthy lifestyles by young people. It compares the official and unofficial discourses with the views of young people. It verifies the differences arising from groups of individuals based on differences in their residence (city / countryside and house / flat diversification). The work was supported by two surveys - qualitative one and quantitative one. Qualitative research was created by using depth interviews with six informants. Quantitative research was created by using a questionnaire. This was filled by 156 respondents. Author extendes existing studies on healthy life style and theme of consumer behavior of young people. He offers a possible new way of diversifying of consumers according to question whether their consumption reflects other spheres of life and moral values and beliefs (the category of "consumer idealist") or with their consumption concentrated purely on the practical benefit to their person (category "consumer pragmatist").
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