|
|
The influence of advertising on children
Kubíková, Edita ; Horová, Olga (advisor) ; Malecká, Eva (referee)
This bachelor thesis is focused on advertising and specifically on its impact on children. The theoretical part discusses terms such as marketing, marketing mix and advertising. It also analyses types of advertisement, media and advertising history before moving on to define and distinguish the impacts of advertising on different age groups. The practical part presents its own survey which analyses the attitude of parents to advertising and the influence of advertising on their children. This survey is compared to an interview with an expert who deals with the issue. Subsequently, it analyses and evaluates the interview with the Brand manager of Mondelez, which provides a view of the issue from the side of the company. Finally, the practical part analyses interviews with children of different ages and examines their attitude to advertising. The aim of the bachelor thesis is to evaluate whether advertising has positive, neutral or negative effect and alternatively propose appropriate solutions to resist these influences. The important part is to show how multinational corporations, which produce and sell products for children, approach the issue.
|
|
|
Segmentation of biscuits and wafers market in relation to the Kolonáda brand perception by young people
Malecká, Eva ; Koudelka, Jan (advisor) ; Kratochvílová, Alena (referee)
The main objective of the diploma thesis is to determine the perception of the Kolonáda brand by young people and how to become relevant for them. This would not be possible without specific knowledge of the whole market and without knowledge regarding the segments of biscuits and wafers consumers. The market segmentation is based on MML-TGI data collected by the research agency Median, five segments are revealed. I have also implemented my own questionnaire research on a sample of 480 respondents aged up to 34 years including. Based on the results of the practical part, recommendations for the Kolonáda brand are proposed -- how to become more relevant for the young consumers and stay attractive for the current consumers.
|
|
|
Features of social stratification in consumer behaviour
Malecká, Eva ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
This bachelor thesis tries to show the importance of social stratification for marketing. There are explained causes of different consumer behaviour of particular social classes. The research "Market&Media&Lifestyle -- TGI", done by company Median, maps the consumer behaviour in detail -- this data is the basis for practical part where features of social stratification are followed regarding the consumer behaviour in a lot of different areas.
|
guest ::
