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Consumer behavior towards trends and innovations in cosmetics
Krajčiová, Ivana ; Král, Petr (advisor) ; Baracová, Kristina (referee)
The aim of this thesis is to explore consumer behaviour of women towards trends and innovations in the female cosmetics market in the Czech Republic. After summarizing the prior research on this topic, the female consumer segments are uncovered, based on their attitudes towards the trends and innovations. Data Analyser program and MML-TGI, the most complex consumer research in the Czech Republic, were used for the segmentation process. Building on the profiles of the particular segments that were created, the segment representatives were chosen for the qualitative research in the form of in-depth interviews that explore their opinions and reasons behind adopting or rejecting the innovations and trends. Finally the hypotheses are evaluated and research findings are presented together with recommendations for launch/re-launch strategies for the brands operating on the Czech cosmetics market. These recommendations represent the practical contribution of this thesis, adding the value for the Czech marketers by offering a better understanding of their consumers.
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Budování značky zaměstnavatele na příladu globální společnosti působící v ČR
Baraćová, Kristina ; Dvořáková, Zuzana (advisor) ; Zajacová, Zuzana (referee)
Ambition of the thesis is to identify and evaluate tools that companies use to build and strengthen its employer brand in the external labour market, and internally among its employees and apply the theory of building employer brand on concrete company. The theoretical part of the thesis focuses defining brand as such, its theory and components moving through corporate brand to definition and concept of employer brand and its elements and ways of building an employer brand. The methodology of work consists of analysis of dedicated literature and papers on the topic and publicly available information about chosen company. In practical part, the thesis analyses concrete company and its employer brand using external and internal questionnaire research.
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Analysis of employee satisfaction in the company
Baraćová, Kristina ; Khelerová, Vladimíra (advisor) ; Vlková, Jarmila (referee)
The thesis is focused on employee satisfaction. The goal of my work is to analyze employee satisfaction within the chosen organization to determine potential sources of dissatisfaction and suggest possible solutions that can increase job satisfaction of the company's employees. In the theoretical part I define the concept of job satisfaction and factors that have an influence on it. The next section describes the methodological approach and the method of data acquisition and processing procedure. The practical part decribes characteristics of the researched company, followed by an analysis of survey results and possible recommendations.
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