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Customer behavior in a specific area
Hrubý, Filip ; Mgr.Gabriela Löbel (referee) ; Mráček, Pavel (advisor)
The bachelor thesis analyzes consumer behavior in the market of electric vehicles. It focuses on understanding a certain group of customers who are close to the subject. In the first part are theoretically defined basic terms related to the issue of customer, his behavior marketing and neuromarketing In the next sections is performed analysis, own experience with sales and its support. In conclusion, the facts and understanding of the customer are presented.
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Customer Behavior in a Particular Sphere
Kudrnová, Marcela ; Milichovský, František (referee) ; Mráček, Pavel (advisor)
The thesis focuses on consumer behavior at cat cafés. The theoretical part explains basic concepts and factors which can influence consumer attitude and behavior in response to communication mix. The analytical part deals with interpretation of results from the survey and point of sale analysis which are mainly used for customer segmentation and subsequent adjustment of marketing communication according to each segment, persona and empathy map. The last part contains suggestions based on the results of the analysis.
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Proposal of Product Communication Strategy
Zavřelová, Tereza ; Hraběová, Jana (referee) ; Kaňovská, Lucie (advisor)
This master´s thesis deals with improving communication strategy of Lactacyd, which is an intimate hygiene brand of Omega Pharma company. The thesis is divided into three main parts. The first part contains description of theoretical resources and fundamental knowledge. The second part of the thesis is focused on an analysis of the current situation with an aim to obtain information needed for proposal part. The last part delivers proposals for improvement of the current marketing communication as well as other proposals which can strenghten market position of Lactacyd brand.
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Profil návštevníka turistickej destinácie južná Morava
Szigetiová, Lucia
This master's thesis is focused on examining the consumer behavior of tourists visiting the South Moravian region. The primary objective is to identify and analyze the characteristics of visitors to the researched destination with a particular emphasis on their consumer behavior and to create visitor profiles. Additionally, the study aims to compare the behavior of visitors before and after the onset of the Covid-19 pandemic. The research involved collecting data from 1913 respondents through a questionnaire survey. By utilizing cluster analysis, visitor behavior was identified and compared with the pre-pandemic visitor profiles provided by the CzechTourism agency. The results contribute to a comprehensive understanding of the changes in consumer behavior brought about by the pandemic. The thesis concludes with practical proposals and recommendations tailored for the benefit of tourism organizations.
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Nákupní rozhodovací proces českých spotřebitelů při nákupu automobilů
Mořkovská, Adéla
The thesis deals with the purchasing decision-making process of Czech consumers when buying automobiles. It focuses on identifying the factors influencing con-sumer buying behavior. To achieve the thesis's objective, a questionnaire survey was conducted with 214 respondents, along with in-depth interviews with 6 re-spondents. The methods used to process the primary data obtained from the questionnaire survey include the chi-square test and cluster analysis. Further-more, the role of price in vehicle purchase, which has the greatest influence on respondent decision-making, is verified. Self-financing is the preferred method, with many respondents borrowing money from family and banks. Among those surveyed, 85% of those with a car through financial leasing plan to repurchase the vehicle after the contract expires. Preferred communication channels for con-sumers are in-person, email, and telephone communication. Lastly, recommenda-tions and proposals are formulated for entities operating in the automobile mar-ket in the Czech Republic.
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Příjmová segmentace spotřebitelů na trhu nemovitostí
Krčmová, Natálie
The thesis deals with consumer behaviour on the real estate market. The aim of this thesis is to find out, based on own research, which segments of consumers operate on this market, depending on the amount of net income. The secondary object of this thesis is to find out the preferences of consumers in the housing market. The work will be concluded by proposing appropriate recommendations for the actors operating in this market.
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Vplyv značky na nákupné chovanie spotrebiteľov na trhu s kozmetikou
Trubanová, Mária
Trubanová, M. The influence of the brand on the consumer behavior on the cos-metics market. Diploma thesis. Brno: Mendel University in Brno, 2023. The diploma thesis examines the influence of the brand on consumer behavior in the cosmetics market. The main objective of this diploma thesis is to verify the influence of the brand on the purchasing behavior of consumers in the cosmetics market, to find out their preferences and to identify the key factors influencing their purchasing behavior. To achieve the goal of the diploma thesis, a questionnaire survey (n=275) and a cluster analysis, which served to segment Slovak consumers on the cosmetics market. Then are provided proposals and recommendations for entities operating on the supply side in Slovakia.
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Věrnostní programy a generace Z
Alexa, Michael
ALEXA, M. Loyalty programs and Generation Z. Bachelor thesis. Brno: Mendel University in Brno, 2023. The bachelor thesis deals with loyalty programs and their use. The aim of the thesis was to formulate recommendations how to adjust loyalty programs condi-tions targeting Generation Z customers in retail sales. The recommendations should help increase customer satisfaction, greater loyalty, and increase sales of merchandise in retail stores. For data collection, a questionnaire survey (n=300) was used in the quantitative research and in-depth interviews (n=20) in the quali-tative research. Data were processed using Microsoft Excel and Statistica soft-ware. Based on research finding, recommendations relate to personal data protection, offering valuable and personalized rewards, keeping reward offers simple and easy to understand, linking of the loyalty program to social and environmental campaigns, and increasing awareness of the loyalty program through social media and digital marketing.
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Priming efekt a jeho vliv na chování spotřebitele
Hřebíčková, Michaela
The diploma thesis deals with the priming effect and its influence on consumer behavior. The priming effect is referred to as an experimental framework showing that the processing of a previously identified stimulus affects how we react to a later identified stimulus, at a subconscious level. This work consists of a theoretical part and an analytical part, which includes an overview of the current state of e-commerce in the Czech Republic and the results of foreign studies on the influence of the priming effect, as well as an analysis of primary data obtained through questionnaire surveys and in-depth interviews. The results of the primary data analysis show that consumers are influenced by some kinds of priming effect. Based on these findings, a recommendation was proposed for companies on how they can use these types of priming effect in their marketing campaigns.
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Výběr maloobchodního formátu u rychloobrátkového zboží
Brydláková, Veronika
The diploma thesis deals with consumer behavior in the purchase of fast-moving consumer goods and the choice of retail format for these purchases. The aim of the thesis was to characterize the behavior of customers in the market for fast-moving goods such as food, drugstore goods etc. and to identify factors that influence the choice of the place of purchase. Based on secondary data, an analy-sis of the market in the Czech Republic was carried out and a questionnaire sur-vey was also carried out in order to determine the behavior of consumers when purchasing fast-moving goods. The obtained data were further assessed using the Excel program and the statistical program Statistica 14. The results of the ques-tionnaire survey highlighted the growing popularity of discount stores and su-permarkets and the factors that influence the choice of store, particularly store availability and price. Based on the findings, recommendations were formulated for subjects operating on the Czech market.
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