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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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