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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Chování spotřebitelů na trhu s volně prodejnými léčivy a doplňky stravy
 Jelenová, Veronika
This diploma thesis focuses on the behavior of consumers in the market of over-the-counter medicines and dietary supplements. The aim of this paper is to draw conclusions and recommendations to different entities operating on the market by identifying factors influencing the behavior of consumers in the market of over-the-counter medicines and food supplements in the Czech Republic. An indicative analysis enabled to screen the situation on given market and to research the increasing tendencies of the drug consumption, their prices and also to identify the trends in behavior of consumers. Analysis of the time series and regression analysis are used to process secondary data demonstrating the dependence of the number of packages of distributed over-the-counter pharmaceuticals on pharmacies and drug stores and their prices. The questionnaire survey describes trends in consumer behavior in a given market. From the cluster analysis results are defined 4 segments of consumers operating on a given market. Finally, the influence of age, education and gender of consumers on the cost of over-the-counter medications and dietary supplements is examined. The results of the primary and secondary analysis enabled to come to conclusions and recommendations to entities on the given market.
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Návrh propagačních materiálů na podporu prodeje produktů podniku Kalada Luhačovice
 Jelenová, Veronika
This bachelor thesis focuses on promoting enterprise Kalada Luhačovice. The aim of the thesis is to design new promotional materials to support sales oriented on specific target groups which will entice new as well as existing customers of the company. Inseparable part of the thesis is the creation of a new single visual style of the firm, including proposals of a new company logo and corporate printed materials. The paper contains characteristics of the enterprise, analysis of target groups and company products' offering, analysis of internal and departmental environments. The thesis is also dealing with an analysis of general environment through STEP analysis. Analysis of current state of the company is based on mar-keting mix. Based on analysis there is recommended strategy. There is a new pro-posed target group which the company could focus on and unified promotional materials are created as well. By conclusion the issue is evaluated financially and appropriate way of distribution of promotional materials is suggested.
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2 Jelenová, Věra
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