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Increasing the Effectiveness of Marketing Effort by Experimental Testing Methods
Lorková, Kristína ; Luhan, Jan (referee) ; Chalupský, Vladimír (advisor)
The thesis analyses the customer behavior of Kiwi.com, a global online retail company for booking flights and proposes marketing interventions to increase the conversion rates in various customer segments. The effectiveness of new behavioral interventions is tested against current marketing efforts using experimental A/B methods. Additionally, areas for further improvements are explored and a design of future product features and marketing behavioral interventions is proposed.
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Customer Satisfaction
Němec, Filip ; Sehnal, Stanislav (referee) ; Schüller, David (advisor)
The aim of this master thesis is analysing customer satisfaction of restaurant company by Porters analysis, SWOT analysis, marketing mix analysis, cluster and regression analysis and contingency test and draft measures which will lead to improvement of her level. The thesis consists of three parts - theoretical, analytical and proposal. The first part describes theoretical resources in area of customer satisfaction. For example, how satisfaction is measured and how the customer behaves. The aim of practical part is to evaluate the customer satisfaction in the choosen restaurant and interpretation of calculated results. In the last part of this work, there are proposed new disposals in view of results of analysis, which will lead to improvement of total customer satisfaction of the restaurant.
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Implementation in marketing communication of Adidas company in partner Fitness Centers
Bártová, Monika ; Čáslavová, Eva (advisor) ; Šíma, Jan (referee)
Title: The proposal of improving the adidas company promotion in partner fitness centers Objective: Aim of the diploma thesis is implementation in marketing communication for partner fitness centers of adidas company. The thema is based on situational analysis of the company and marketing custommer behavior research. These phases are the starting point for proposals of implementation of existing communicational channels which is focused on utilization of particular comumnicational channels and designing new possibilities of marketing communication supporting adidas corporate identity. Methods: Marketing research 1.qualitative method - in-depth interview 2.quantitative method - questionnaire SWOT analysis Results: The research results show that adidas is among the top sporting goods producer in fitness. In spite adidas fights for its target customers primarily with American rival Nike. It is necessary that adidas maintain competitiveness in the field of fitness, even though currently does not put sufficient funds, as in the other key categories. This can be achieved by the intensive use of inexpensive communication channels. Key Words: Marketing, marketing communication, marketing mix, sponsoring, promotion, sales promotion, public relation, customer. Powered by TCPDF (www.tcpdf.org)
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Customer behavior and brand preferences in a snowboard shop
Chrtková, Štěpánka ; Janák, Vladimír (advisor) ; Hlaváčová, Petra (referee)
Title: Customer behavior and brand preferences in a snowboard shop Objectives: The main aim of this thesis is to find out what are customers during their purchase of winter sports clothes and equipment influenced by and what are their decisions based on. Another task is revealing what brands in the Snowboardel shop belong to the most known and preferred ones. Methods: In this thesis there is used the method of iterrogation and the method of analysis. The iterrogative method was used to collect the information essential for the research. Afterwards were these information analysed to find out the internal relations and its causes. Results: The research revealed that customers are during their purchase mainly influenced by the quality, design and price of the winter sports products. They also usually think their purchase thoroughly out. Among brands the big and well-known world snowboarding brands are usually most known and preferred. Keywords: Customer behavior, brand, winter sports equipment, customer preferences
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Chování spotřebitelů,nakupujících na internetu
JOKLOVÁ, Martina
Bachelor thesis: Behaviour of consumers in context with their life style lays general goal to find out during questionaire investigation which products are the most buing over the Internet by the citizens of borderland in South Bohemia. The first part is focused on theoretical part, which explains basic terms related to the theme. The second part is focused on a analysis of consumer behaviour related to the decision-making process linked with the buying
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The role of visualization in the e-shop
Komárek, Jakub ; Šedivá, Zuzana (advisor) ; Pour, Jan (referee)
This bachelor thesis examines the role of visualization in the e-commerce. The thesis is divided into two parts, theoretical, which is containing basic terminological expressions and resolved issues. Second part is analytical, which is containing own solutions of selected parts. Its aim is to create a comprehensive material on the use of visualization in the e-commerce. Putting the reader into the problem, describe developments and trends in the context of today, to point out psychological aspects of customer behavior. Next to analyze and compare the current situation of the use of visualization in the presentation of goods on the domestic and foreign market. And with the help of a questionnaire survey, evaluate hypotheses regarding the enhanced visualization in electronic commerce. At the same time, I will try to point out the desirability of using visualization and potential problems associated with it. Thesis can serve owners of e-commerce as a material through which they will decide if it is appropriate for them to use the visualization.
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The impact of implementation of the concept Corporate Social Responsibility and Creating Shared Value on customer behavior at Nestlé Česko, s. r. o.
Krejčová, Jitka ; Plášková, Alena (advisor) ; Novák, Pavel (referee)
This thesis deals with the practical implementation of the concept of Corporate Social Responsibility (CSR) and Creating Shared Value (CSV) into the business activities of Nestlé Česko, s. r. o. The thesis offers a brief introduction of the two mentioned concepts, their basic principles and implementation process. The application is shown at Nestlé example, this company is devoting to the area of Corporate Social Responsibility and Creating Shared Value for a long time. The thesis provides basic overview of the Nestlé activities in this area. In the second half of this paper are presented the results of the own questionnaire about customers behavior, their decisions, their awareness of CSR and CSV and brands of mentioned company. The aim is to determine whether the implementation of these concepts positively affects consumers and customers when purchasing food products of company Nestlé.
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Specifics of Vietnamese people’s consumer behavior
Vo Thi Ha, An ; Skokanová, Dagmar (advisor) ; Říha, David (referee)
This bachelor thesis is devoted to analyse the consumer behavior of Vietnamese consumers and their habits in connection with the cultural and historical development of the country. The work aims to map consumer habits in this post-war developing country. Furthermore this work is following the differences in customer behavior of consumers from northern and southern part of Vietnam. The theoretical part of the thesis deals with the necessary theory of consumer behavior in general, while in the practical part the work is placed in the particular Vietnamese environment. At the end of the bachelor thesis there is an introduction, processing and the interpretation of the data obtained by the research of the topic said.
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Marketing strategy of PAUL bakeries on the czech market
Křivová, Petra ; Lhotáková, Markéta (advisor) ; Olšanová, Květa (referee)
This thesis is divided into four parts. The first chapter deals with the theoretical explanation of the concept of marketing and its concepts. The second chapter is dedicated to the marketing planning. It includes and explains the main tools of marketing planning. These are mainly setting goals and mission statement, SWOT analysis and segmentation, targeting and positioning. The third chapter focuses on the marketing mix and provides definitions of its parts. The fourth chapter focuses on the PAUL bakery and the application of theoretical part into practice.
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