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Interior design of stores and its impact on consumer behavior and psychology
Tomíček, Milan ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This bachelor thesis named "Store Interiors and their Influence on Customers" deals with the influence of in-store marketing, consumer behaviour, interior design and world events on brick-and-mortar retail. The first part defines in-store marketing communication and introduces the basic concepts, tools and functions of in-store marketing. Next, the paper examines retail decline and consumer behavior. The last theoretical section discusses shopping atmosphere and shopping environment, which plays a major role in the POP marketing discipline. The practical part is devoted to quantitative research, which tries to find out which elements of interior design influence customers the most, what is their attitude towards brick-and-mortar stores after the pandemic and how big a role is played by sensory communication. In the last section, a SWOT analysis summarizes the strengths and weaknesses of brick-and-mortar stores combined with the opportunities and threats that the stores face. The aim of the paper is to gain new insights regarding in-store marketing, interior design and consumer behaviour.
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The role of user data in digital marketing
Laštovičková, Andrea ; Slavíček, Daniel (advisor) ; Vranka, Marek (referee)
This master thesis focuses on the role of surveillance and user data in digital marketing. It links the academic discipline of surveillance studies, which deals with the processing of personal data, with the field of digital marketing. Digital marketing, which is nowadays primarily mediated by the Big Five multinational companies, especially Google and Meta, operates primarily on huge amounts of user data. This data is often collected without the users' deeper knowledge and sold to advertisers to target and personalise advertising, analyse online shopping behaviour and modify user behaviour. Data mining thus has a crucial role in online marketing, which is constantly shifting and changing, also due to legislative protection of users' data privacy. This paper discusses the related theories of surveillance studies and links them to the practice of digital marketing. The research then focuses on the ethical aspects of the use of user data in digital marketing. It identifies and explains some of the ethical issues facing the field of digital marketing and data mining. Based on in-depth interviews with digital marketing professionals, it seeks to map professionals' attitudes towards ethical issues of working with user data and their possible solutions.
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Differences in the perception of individual principles of persuasion according to Cialdini based on personality, gender, age and level of education
Klugerová, Sára ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
This study examines Cialdini's six principles of persuasion, which are reciprocity, scarcity, authority, commitment, consensus, and liking, and people's perceptions of these principles based on personality, gender, age, and level of education. The specific goals of the research are to find out how respondents with different personality traits according to the Big Five personality model are related to the rating of individual principles, whether there is a significant difference in the rating between men and women, between younger adults, older adults and seniors, as well as between several levels of education, and what order of persuasiveness the individual principles take according to respondents' rating. In the theoretical part, the study also provides an insight into the possible way of using knowledge about connections with persuasive principles in practice, through artificial intelligence. Several findings emerged from the questionnaire. Respondents rated individual principles from most to least persuasive in the following order: commitment, reciprocity, liking, authority, consensus, and scarcity. This order was the same within all persons and individual groups. Research has found associations between personality factors and ratings of persuasive principles. It shows that less open...
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Financial literacy of horse owners
Palatová, Klára ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This paper examines the case of financial literacy of horse owners. The theoretical part outlines the causes of financial illiteracy and its implications at the national level. The thesis summarizes the different approaches to addressing financial illiteracy in terms of the scientific studies and the implementation of these recommendations in the Czech Republic. The thesis briefly describes the current level of financial literacy at the national level to understand the context in which the case under study is situated. Within the exploratory research case study, the opinions of stakeholders in equestrian sport and horse breeding are obtained by a qualitative approach and then the socio-demographic data and information as well as the financial knowledge and financial behaviour of the horse owners themselves are collected by a quantitative method. According to the data obtained, the group of horse owners shows low financial knowledge and poor financial behaviour. In addition to the low level of financial literacy of the group of horse owners surveyed, problems related to poor general knowledge concerning horse breeding are also identified. On the basis of these findings, the thesis identifies subjects for which this work should serve as a basis for directing others to better formulate rules for...
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Strategic communication of sustainability and social responsibility of Plzeňský Prazdroj: A Case study of the Pro Chmel project
Chánová, Lucie ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
Although companies today are expected to be more socially engaged than ever before, and almost no company can avoid it, the topic of social responsibility and sustainable policies dates back to the 19th century. This paper explores both the evolution of social responsibility and its associated topics such as sustainability, ethics in business and legitimacy, while also addressing the communication side of the issue. Communicating both the socially responsible activities and the sustainable approach of a given firm has become a critical issue in building trust and maintaining the legitimacy of the firm in the eyes of stakeholders. This thesis focuses on the principles and rules of communication that Plzeňský Prazdroj has set in the context of sharing socially responsible and sustainable topics. At the same time, it examines the development of individual corporate sustainability reports, specifically in the years 2015-2021. In the analytical part of this thesis, the author conducts a critical analysis of the PRO CHMEL project, using not only a quantitative content analysis of selected communication channels of the project, supplemented by its media coverage, but also in-depth interviews with selected stakeholders.
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Effectiveness and impact of advertisments using framing
Hofmanová, Aneta ; Vranka, Marek (advisor) ; Koblovský, Petr (referee)
This bachelor thesis focuses on effectiveness and impact of advertisements using framing. The first chapter of the theoretical part is devoted to the concept of framing and its effect from the perspective of psychology and sociology. Thereafter, is the framing effect explained in terms of prospect theory and other types of framing are described. Followed by regulatory focus theory and regulatory fit. The last chapters of the theoretical section discuss framing in advertising, persuasion in advertising, and various cognitive biases related to the framing effect are also described. The practical part continues with the quantitative research that is primarily exploring the effectiveness of the advertisements that are using framing. Furthermore, the experiment is trying to find a relation between the regulatory focus of the participants and the regulatory focus of the advertising message. In this case, the research findings are supporting the hypotheses and verifying the higher persuasiveness of advertisements using negative goal framing.
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Case "Kramný" of Perception of the guilt of alleged perpetrators based on diverse media coverage
Kazda, Tomáš ; Končelík, Jakub (advisor) ; Vranka, Marek (referee)
The case of Petr Kramný, who allegedly killed his wife and daughter in Egypt, has been printed in the memory of the Czech nation since 2013. Both because of its tragic and ambiguous circumstances and, above all, because of the media coverage of the case, which is the subject of this thesis. The "Kramný" case serves as a template of an actual "media trial", which examines the effect of tabloid and public media coverage via an online questionnaire. Respondents, randomly assigned to one of two groups, learn about the case of Matúš L., who allegedly killed his girlfriend. However, in reality, they read articles about the "Kramný" case - one group from the private platform blesk.cz, the other from the public media ct24.cz. The restrained and distant attitude of ČT contrasts with the sensationalist narratives longing for drama presented by Blesk. The results of the quantitative analysis confirm the hypothesis that tabloid coverage leads not only to a higher degree of guilt attributed to the accused but also to a more negative evaluation of his character traits. The accused's behavior is perceived as more suspicious by tabloid respondents, while these respondents also possess greater confidence in the strength and quantity of evidence. Although these findings do not necessarily imply any threat to the...
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Case study of the center of moderrn and contemporary art Kunsthalle Praha
Melíšek, Matyáš ; Černá, Eliška (advisor) ; Vranka, Marek (referee)
The bachelor thesis focuses on a case study of the Center of Contemporary and Modern Art Kunsthalle Prague by analyzing the marketing mix and interpreting the data obtained through a questionnaire survey. The theoretical part of the thesis presents a brief history of the institution and analyses the 4P tools based on the theory defined by marketing theorist Edmund J. McCarthy. The analysis also defined the institution's competitors and added a subsection on online marketing. The practical part deals with the evaluation of data collected through a questionnaire survey in order to answer predefined hypotheses concerning the attendance of both Kunsthalle Prague and other cultural institutions. The survey was conducted among current and incoming university students and recent graduates. Using a combination of quantitative and qualitative research, data was collected that could be statistically interpreted to find causal relationships between them. The aim of this bachelor thesis is to present the history and communication mix of the aforementioned modern and contemporary art center, but above all to define the relationship between this institution and university students. Whether this institution represents an attractive place for them to visit and why.
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Marketing analysis of an exhibition "HOW CAN I HELP YOU?" by Krištof Kintera at the DOX temporary art centre
Kojšová, Alexandra ; Ortová, Nina (advisor) ; Vranka, Marek (referee)
This bachelor thesis focuses on the marketing analysis of the exhibition "HOW CAN I HELP YOU?" by Krištof Kintera at the DOX Contemporary Art Center with a focus on students. The thesis focuses on students as they are one of the main target groups. The aim of the thesis is to find out what influences students when choosing an exhibition, furthermore what information channels are used when choosing an exhibition and also what role the attractiveness of the artist plays for the student. The whole thesis is divided into 2 parts - theoretical and practical. The theoretical part covers the evolution of the art museum, theory of art marketing, DOX Contemporary Art Centre, Krištof Kintera and the exhibition itself. The practical part contains research, which is divided into three parts - semi-structured interviews, analysis of communication activities and questionnaire survey. The final discussion includes an evaluation of the results and proposed recommendations.
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A business plan proposal for a confectionery
Bradićová, Kristina ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
Title A business plan proposal for a confectionery Abstract The bachelor thesis focuses on the creation of a business plan for the establishment of a luxury confectionery Carpe Culinam in the centre of Prague. The thesis is divided into theoretical and practical parts. The theoretical part is devoted to the definition of basic concepts related to entrepreneurship and business plan, legal forms of the enterprise and specifics of marketing in gastronomy, and explains the theories of marketing mix extended Ps, SWOT and PEST analysis. The practical part applies the theoretical knowledge to a specific business plan. It includes a detailed description of the business, an industry analysis, production, marketing, organisational and financial plans, a timeline and a risk assessment. Each of these sections is detailed to provide the most comprehensive view of the planned business. The financial plan details the initial investment and the projected profit and loss account, providing a clear overview of the financial aspects of the business. In the conclusion of the paper, the business plan is presented as a tool that could serve as a basis for the establishment and operation of a luxury pastry shop, Carpe Culinam. Keywords business plan, starting a business, limited liability company, confectionery, marketing plan
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