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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Targeting of MOBA video games on female players and their perception of the targeting
 Konopásková, Michaela ; Rosenfeldová, Jana (advisor) ; Houdek, Petr (referee)
The diploma thesis Perceptions of MOBA video game targeting of women and gender aspects manifested in gaming behaviour focuses on the behavior of women in the gaming environment and three popular MOBA games - League of Legends, DotA 2 and Heroes of the Storm in the theoretical part. In this section, gender, gender stereotype is also defined and the sexualisation of female avatars is approached. In the practical part, the collected data is analyzed using thematic analysis and open coding. The aim of the research is to approach the influence of female gender on the gameplay behaviour of women in MOBA video games and to analyse the way MOBA games target women. The results show the significant importance of socialization for female gamers' gaming behavior, the negative influence of toxic environments within the community, the lack of targeting of women in MOBA games, and the influence of avatar design and abilities on their selection. The main contribution of this thesis lies in the investigation of women's gaming behaviour in the context of MOBA games and the implementation of the research in a Czech gaming environment. The practical contribution of the thesis can be seen in the introduction of women as a potential target group for brand promotion and further communication with potential customers in...
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Comparing factors influencing purchase behavior of given target groups in beer segment
 Konopásková, Michaela ; Schneiderová, Soňa (advisor) ; Houdek, Petr (referee)
This bachelor 's thesis focuses on factors influencing purchase behavior of given target groups in beer segment. It focuses mainly on individual factors, which can enter the decision-making process and somehow affect it. The first part of the thesis focuses on history of brewing and of beer bottles in the Czech Republic. After that, the internal and external factors affecting decision-making during purchase are being introduced. Also purchase behavior is being defined and whole purchase-making process is described. Practical part of the thesis focuses on general knowledge of beer brands and individual factors affecting given target groups using quantitative research. The goal of the thesis is to find out about the preferences of the examined target groups and shed a light on the factors affecting purchase behavior.
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