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Luxury economics: Is conspicuous consumption important factor for buying consumer electronics among students of VŠE?
Staněk, František ; Rod, Aleš (advisor) ; Čermáková, Klára (referee)
The aim of this thesis is to find out whether social status is an important factor for buying consumer electronics (laptops and mobile phones to be specific) and if consumer electronics is therefore affected by conspicuous consumption. Main conclusions of this thesis were achieved by statistical and regression analysis of data acquired from a survey among 290 students of University of Economics. I found out that there are big differences among how different brands of consumer electronics are perceived from social status and it's signaling value point of view. I also found out that there is strong dependency between price of products of a given brand and it's social status signaling value. I also found out that there is not strong connection between price of a mobile phone or laptop and it's functionality, therefore functionality doesn't have strong influence on consumer choices considering buying these products.
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Consumer behavior on the beer market in Czech Republic
Navrátil, Jakub ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
This thesis is focused on consumer behavior of Czech people in relation to the product which has a very long tradition in Czech Republic and is for this country typical. In the beer consumption Czech Republic is often on the top of the list in the world comparison and that is why this thesis is trying to find out what are the factors specific for Czechs that are causing this. It is also focusing on other differences between Czechs, Germans and Austrians and find out, if these differences are important from marketing point of view. Conclusions of this thesis should be useful for psychologist intrested in alcohol related problems and for companies producing or importing beer products from and into Czech Republic, Germany and Austria, to which it may provide useful information for creating effective marketing campaign.
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Spotřební chování vůči telemarketingu
Kharaishvili, Tinatin ; Stříteský, Václav (advisor) ; Tahal, Radek (referee)
Telemarketing has become a big industry and convenient way of successfully managing business affairs with low costs. The aim of the thesis is to present telemarketing services from the customers point of view; analyzing what are consumer behavior towards telemarketing in Georgia and the Czech Republic, and also what are the perceptional and attitudinal causing factors of these behaviors. This is the comparative study and the research is mainly based on the primary data. For the research accomplishment, the questionnaire survey was used for gathering important information and data in order to make the relevant conclusions. According to the results, B2C telemarketing services are not welcomed in the Czech Republic and people tend to have mostly negative attitude. In case of Georgia, people have relatively more positive attitude and behavior towards telemarketing services.
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Perception of the brand Nutrilon at the market with infant milk in Prague
Švecová, Barbora ; Zamazalová, Marcela (advisor) ; Koudelka, Jan (referee)
This diploma thesis is focused on analysis of perception of the brand Nutrilon at the market with infant milks in Prague and on segmentation of this market. The main objective of this thesis is to find out how is Nutrilon perceived among mothers who use or used to use infant milks, according to which attributes they decide to buy milks and why they choose that particular brand. Simultaneously there are discovered and developed particular market segments which can be attractive for Nutrilon. Work consists of two parts. Theoretical part deals with consumer behavior, explains the term brand, process of the market segmentation and describes marketing research and method used in the thesis -- the questionnaire survey. In the practical part characteristics of the manufacturers that produce infant milks are described and analyzed each of their brands. Furthermore, I analyzed agency data from continuous research MML-TGI that provided Median s.r.o. At first the target group is characterized by a general analysis. Afterwards I used factor analysis to reduce variables to the factors. And then I put women into clusters based on clusters analysis. The segments are described in detail using general and contingency analysis. Primary data are gained from own research through questionnaire survey. In the conclusion of diploma thesis there are presented the results of data analysis. Based on those results there are provided appropriate marketing recommendations for Nutrilon and uncovered segments. These recommendations should help Nutrilon in the future to become number one at the market of infant milks.
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Financial advisory market analysis with focus on Partners Financial Services a.s.
Prošvicová, Soňa ; Tahal, Radek (advisor) ; Krejzová, Lucie (referee)
The aim of the thesis is to carry out marketing research and to conduct an analysis of the financial advisory market followed by a brand study of the company Partners. The first part of the thesis is theoretical, and it is devoted to general information about marketing, marketing communication, marketing research, consumer behavior, and financial advisory. The beginning of the practical part is dedicated to the presentation of the company Partners, followed by the actual marketing research, whose results are further examined. Based on the results, the study then answers the main research questions. The practical benefit of this thesis are data to be used by the company Partners for planning of future marketing campaigns and for working with prospective as well as current clients.
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Consumer behavior in the market with furniture products
SKLENÁŘOVÁ, Tereza
The aim of this thesis was to investigate the behavior of consumers in the market with furniture products. Based on the collected data to recommend selected company innovation marketing mix. The first part was focused on obtaining information related to this topic. THe second part focused on the treatment of information obtained from the survey, which was conducted among 200 respondents. The data obtained were analyzed using tables and graphs that reflect consumer behavior in the market with furniture products. Based on data analysis and interviews with senior company employee was designed recommendations for upgrading the marketing mix.
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Consumer behavior in the market of bakery products
ČMUCHOVÁ, Karolína
The aim of the diploma thesis was to determine the habits and the typical behavior of the customers in the market for the bakery assortment through a marketing research. The results of the research serve to make a proposal of the innovation of the marketing mix of the selected company. The first step for the writing of this thesis was founded in the literature related with the topic. The next step was the practical part included presentation of the selected company Adélka, Inc. following by the marketing research by the method of the personal questioning. The results of the research characterized a consumer behavior of the respondents and the differences in the behavior of the individual stores. The recommendations and innovations related to the only one instrument of the marketing mix-the product.
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Consumers' attitudes in the Field of the Responsible Consumption
HEŘMANOVÁ, Eva
The thesis is focused on the stances of the consumers in the field of the sustainable consumption. The work is divided into two parts the theoretical and the practical one. In the theoretical part there is the emphasis put on the purchase behavior of the consumers, types of behavior and field of the sustainable consumption. In the practical part there is described a public questionnaire survey and data analysis. The focus of the study was to find out the current customers' behavior and their attitude to the sustainable consumption and to suggest possible working procedures for producers or traders on the basis of the survey of the consumer and purchase behavior. These procedures can be found in the conclusion of the thesis. The thesis is based on the study of scientific literature, primary data collection and their subsequent analysis by means of field survey, and on the proposed measures. The questionnaire survey has been made in the South-Bohemian Region and in Niederöstereich Austria as well.
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Factors of the Choice of the Retail Units when Buing Food
KOCAROVÁ, Eva
The main objective of my undergraduate thesis was to define the role of the factors that impact on purchasing of groceries in retail shops. I have set up 6 hypotheses and used them for compiling a questionnaire. Enrolled in the questionnaire survey were 201 respondents. Having evaluated the importance of my hypotheses, I summed up recommendations and suggestion for improvement, taking inspiration from the most popular shop, Kaufland, such as setting up a meat counter and a bakery, keeping a stable layout of merchandise in the shop, improving the visibility of individual shelves and aisles (a floor plan of the shop would be a good idea), ensuring quick passage through the checkout points by opening additional cashiers whenever necessary, and hiring helpful and qualified personnel.
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