National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Segmenting customers according to their brand preferences
Frühbauerová, Jana ; Koudelka, Jan (advisor) ; Stříteský, Václav (referee)
Recently, brands are getting more and more dominant, not only in the market, but also customers have started to feel different about them. The aim of the thesis is to find out, who is interested in brands and then to learn as much as possible about those. At first, there has been segmenting in software program Data Analyzer using the MML-TGI data. Several relating parameters have been chosen to that process: customer behaviour, brand preferences, respondents' attitudes to corporate behaviour or the fact, that describes customers' interests in good information. The second important part of the thesis is my own research focused on consumers behaviour as well as on preferences, attitudes, and opinions according to the clothing brands. The last part of the thesis includes semantic differential which describes the respondents' perception of three selected clothing brands - Kenvelo, Adidas a Lacoste.
Analysis of product image
Frühbauerová, Jana ; Vávra, Oldřich (advisor) ; Černá, Jitka (referee)
Bachelor's thesis is divided into two basic parts. The first one applies theoretic explanation of the term "image" including related elements like corporate design or corporate identity etc. The next part explains marketing research -- its kinds and methods. The second, practical part considers the description of the product -- Apple iPhone, this part is extended by research aimed at university students. The research is implemented using the answers of the owners and non-owners of the device Apple iPhone. It gathers their opinions of the product, its image and the Apple corporation. The conclusion of the thesis includes graphs which reflect the results of the research.

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