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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Vliv tzv. „Ikea“ efektu na spotřebitele generace Y
 Hochvaldová, Jana
Hochvaldová, J. The affect of „Ikea“ effect on generation Y. Master thesis. Brno: Mendel University, 2021. This diploma thesis outlines the „Ikea“ effect and the way how it affects consu-mers who belong to the generation Y. The „Ikea“ effect describes that people who cooperate on the assembly of the product, give it higer value automatically. The theoretical part of the thesis describes consumer behavior and behavioral econo-my, where the „Ikea“ effect belongs to. The analytical part of the thesis focuses on the analysis of the questionnaire survey and deep interview. At the end, the results gained though the survey were connected with the information and experiments described in the literature. Based on these results, the recommendation for com-panies who would like to use the „Ikea“ effects in their marketing and business strategy has been determined.
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Návrh marketingové strategie pro vybraný "event"
 Hochvaldová, Jana
The subject of this bachelor thesis is an analysis of the current marketing strategy of the event „Týden kávy“. The aim of this work is to improve current marketing strategy and to design new marketing strategy for the event Týden kávy 2019. The work consists of three parts, first one is literature review, next one is analytical part and the last one is the design part. In the first part of this thesis theoretical knowledge of researched isssue is described. Analytical part consists of detailed analysis of its internal and external surroundings. Subsequently primary data collection was conducted by data collection using questionnaires. Based on the results, weak spots were revealed and removed by new marketing strategy.
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