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Marketing importance of body image
 Klingerová, Lenka ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The Bachelor Thesis concentrates on the marketing significance of body image from the consumer point of view of an individual. It defines the meaning of body image as well as its evolution throughout time. It also refers to the factors significant to self-cognition of individuals and with that closely connected display of shopping habits. It defines the basic conceptions of customer behavior, marketing communication and the theoretic elements needed to acomplish the survey located in the second part of my thesis. The goal is to uncover the perception and future impact of body image on the consumer and underpin the main and possible new trends of behavior in this area. One of the outcomes of the survey is the establishment of the fact that people prefer a healthy and vital body in comparison to one artificially created.
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1 Klingerová, Lucie
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