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The influence of the viral trends of TikTok on the beauty industry
Miroškina, Marija ; Zavadilová, Tereza (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis explores the influence of TikTok on the spread of beauty trends and their impact on user purchasing behavior. The main goal of the study was to examine how viral videos on TikTok can shape consumer habits and perceptions of cosmetic products, with a focus on how cosmetic brands can strategically utilize these trends to their advantage. The theoretical part provides an overview of the origins and development, algorithms, and users of this social network, while the practical part focuses on analyzing viral videos on TikTok and their impact on consumer preferences, particularly among Generation Z users. Research through a survey revealed that organic trends can be more effective for brands than traditional advertising and that brands adapting to current trends achieve greater interest from users. The most popular cosmetic trends identified in the survey include "clean girl aesthetic," "glass skin," and makeup styles inspired by well-known films and series. The findings indicate that these trends not only strengthen brand perception but also directly influence purchasing decisions, suggesting that TikTok is a key channel for the marketing communication of cosmetic brands, especially those targeting a younger demographic. The thesis emphasizes the importance of continuous monitoring...
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Marketing communication as a factor influencing the purchase of OTC medicines in Slovakia and the Czech Republic
Mihálová, Petronella ; Rosenfeldová, Jana (advisor) ; Halada, Jan (referee)
The thesis deals with marketing communication and consumer behaviour in the context of over-the-counter medicines. The aim of the thesis is to define the factors influencing the purchase of OTC medicines by Slovak and Czech consumers. In the theoretical part, the thesis defines basic concepts in the field of marketing communication and pharmacy and introduces the Slovak and Czech laws on medicines and pharmaceuticals and laws on advertising. The thesis presents some of the most relevant research in the field of consumer behaviour in the context of pharmaceutical products and thus shapes the basic factors that consumers consider when purchasing over-the-counter medicines. Using surveys, it defines the information sources of Slovaks and Czechs, as well as the channels or social media they use the most. In the analytical part, the thesis offers a content analysis of the marketing communication of the over-the-counter medicine Detralex on the Slovak market and demonstrates the ways, means or channels through which marketing communication tries to influence the mindset of consumers. The content analysis is based on information from an interview with the project manager of Detralex on the Slovak market. Using its own research in the form of a questionnaire, the thesis defines the factors that influence...
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Campaigns by Adidas company in the context of generation Z
Bernardová, Gabriela ; Opelík, Daniel (advisor) ; Bačuvčík, Radim (referee)
Title: Adidas campaigns in the context of Generation Z Objectives: The main aim of this thesis is to identify the perception of Adidas campaigns by selected Generation Z representatives studying at selected faculties of Charles University. Methods: In order to achieve the stated objective, first a quantitative method in the form of an electronic questionnaire survey was used. This method was supported by the implementation of focus groups with representatives from selected faculties to provide additional data or clarification of phenomena arising from the analysis of the data obtained from the questionnaire survey. Results: The thesis research confirmed the existence of differences in the perception of Adidas brand campaigns between FSV UK and FTSV UK students. Although the analysed results regarding the values characterising Generation Z from both surveys reflect the values selected based on the literature search for the whole Generation Z, they are represented to a different extent for each representative from the chosen faculties. Based on the results, shared values could be considered sport as a form of entertainment, interest in sustainability, or an emphasis on the importance of mental health. Respondents, however, have very different perceptions of campaigns focused on LGBT+ community...
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Design and implementation of a virtual shoe store with automatic size recognition
KULÍK, Ondřej
The diploma thesis entitled "Design and implementation of an in-shoe store with automatic size recognition" deals with the implementation of modern technology for the virtualization of a virtual shoe store. The main goal of this work is to analyze the needs of consumers and the leader of the Boty Kulík company and design a virtual shoe store in the environment of the Resonite program so that it is as efficient as possible. Literary research forms the theoretical basis, which includes the definition of the concept of consumer behavior and virtual reality. Consumer behavior is influenced by purchasing behavior factors and purchasing behavior patterns. For the effective use of virtual reality by the consumer, the acquisition of virtual tools and technologies is needed. Last but not least, the literature review describes the programs used for virtual store modeling. The practical part includes the analysis and identification of the needs of consumers and Boty Kulík company leader. The Polycam application is used to equip the virtual store, with the help of which 3D models of the offered products were created. The BIGHORN virtual store is processed through the Resonite program for creating a virtual environment. The virtual store offers consumers the ability to recognize the shoe size, try on the shoe, have the shoe available, add the shoe to the cart, complete the order, and design the shoe with their own design. At the end of the practical part, the procedure for the realization of virtual scenes is described, which will allow consumers the aforementioned services and the procedure for consumer behavior inside the virtual store.
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Analysis of Customer´s Buying Behaviour
Vrabcová, Eva ; Lochman, Marek (referee) ; Chalupský, Vladimír (advisor)
Bachelor thesis deals with analysis of customers behavior while buying smoked meat in a supermarket Albert and specialized shop Procházka. Thesis researches factors, which influence a consumer while shopping, we can find here importance - satisfaction matrix too. The results are supported by informations of conducted research, which was taken in both places by questionnaire. After assessment results are formulated draft recommendations as for the supermarket, so for the specialized shop. The first part contains theoretical sollutions to work. In the second part of the survey will process and analyze the data. In the last part I will suggest own solutions.
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Proposal of Marketing Mix of the Selected Company for the Poland Market
Skřivánková, Martina ; Mráček, Pavel (referee) ; Milichovský, František (advisor)
This Master Thesis is concentrates on the problematics of marketing mix of a company entering a foreign market and is divided into three main parts. For reaching the purpose, the theoretical first part is concentrates on research in literature, which defines the theoretical base for the following parts. In the second part, an analysis of the chosen company is made for reaching deep knowledge of the current state of the company as well as of the micro and macroenvironment of the polish market. This part also contains a quantitative questionnaire-based market research. The last part of this Thesis focuses on proposals of marketing mix usable for successful expansion to a foreign market. This expansion should reach out to new customers and establish the company at the market entering.
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Marketing Mix of Healthy Juice Market in Selected Company
Josefi, Pavlína ; Kašpar, Karel (referee) ; Mráček, Pavel (advisor)
The main topic of the thesis is to analyze the current situation of the marketing mix for a selected company and to propose specific changes in this area. The proposed changes to the marketing mix respect factors influencing consumer behavior and could lead to increased competitiveness and new customers. The diploma thesis is divided into three main parts. The first part is called the theoretical basis of the work, the second part is an analysis of the current state and the third part contains its own solutions.
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Customer / Consumer Behavior in a Particular Sphere
Prokopová, Lucie ; Milichovský, František (referee) ; Mráček, Pavel (advisor)
The bachelor thesis analyzes consumer behavior in a particular sphere. The theoretical part deals mainly with the influencing factors consumer behavior. This part also discusses about the purchasing decisions that may be influenced by the communication mix. The practical part contains an analysis of the point of sale and a description of marketing activities of the selected company. Based on the performed analysis, are made proposals for changes in specific areas of the communication mix. These changes should ensure a better perception of the issue throught whole society.
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Behavioral Aspects of Economic Relations, Organizations and Marketing Within the Russian Federation
Romášek, Štěpán ; Šimberová, Iveta (referee) ; Chlebovský, Vít (advisor)
Tato diplomová práce pojednává o politických, ekonomických a především sociálně-kulturních aspektech, které mají vliv na mezinárodní obchod, organizace a marketing týkající se Ruské federace, jež jsou dány do kontextu zejména s Českou republikou (eventuálně jinými relevantními státy). Cílem mé práce je nalézt překážky v obchodu s Ruskou federací a způsob jakým je možné je překonat. Důraz primárního výzkumu mé práce bude kladen na interkulturní složku, konkrétně na rozdíly v organizačním chování a chování spotřebitele. Zaměřím se na specifický profil potenciálních účastníků v oblastech marketingu a obchodu. Zohledním také znalosti z nashromážděných dat o politicko-ekonomickém prostředí zemí. Použitím vybrané metodologie rozšířím teoretické podklady a sekundární výzkum o nové poznatky a v širším kontextu vyvodím závěry a návrhy pro optimalizaci bariér, kterým firmy jsou rozšiřující pole působnosti do Ruska vystaveny a jimž mohou čelit.
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