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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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Wine tourism in Turkey
Tanriverdi, Kutay
Exploring wine tourism in Turkey and the Czech Republic is crucial to understanding how it affects tourism and the economy of these countries. The objective of this thesis is to analyze and compare the development, challenges, and potential of wine tourism in Turkey and the Czech Republic, employing both theoretical insights and practical strategies. This research employed a mixed-methods approach, combining qualitative and quantitative data. Qualitative data was gathered through in-depth interviews with Turkish wine producers (n = 5) and Czech expert. Quantitative data was collected via online questionnaire (n = 105). Comprehensive literature review helped to explore the current landscape of wine tourism in both countries. The study examined wine tourism in Turkey and the Czech Republic, emphasizing the collaboration between researchers and industry. It underscored the importance of preserving culture, adopting sustainable practices, and creating unique experiences to position these countries as premier destinations for wine enthusiasts globally.
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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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Chování spotřebitele na trhu s doplňky stravy
Parfusová, Zuzana
Parfusová, Z. Consumer behaviour in the dietary supplement market. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis explores consumer behaviour in the dietary supplements market with the aim of identifying factors influencing consumer behaviour in this market. A sub-objective is to investigate whether a framing effect influences consumers' decisions and purchases of dietary supplements. The theoretical part delves into fundamental concepts related to the researched topic, while the analytical part includes the analysis of both secondary and primary data. Based on the results obtained from these analyses, recommendations are proposed for business entities operating in the dietary supplement market.
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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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Chování spotřebitele při nákupu bavlněného spodního prádla
Lasáková, Luisa
This diploma thesis deals with consumer behaviour in the area of buying cotton underwear. The aim of the work was to find out what awareness of this issue is mainly among Czech and Slovak consumers, while identifying problems associated with the purchase of cotton underwear, willingness to buy and knowledge in the area. Quantitative research in the form of a questionnaire survey (N = 212), and qualitative research (N = 38) consisting of eye-tracking research and an in-depth interview is used to fulfil the goal. The importance is mainly based on the preference of colours, the location of certification infographics, the composition of the material and the price. Based on the results, the recommendations for the sellers of the lower lingerie from organic cotton are given.
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Změny v chování spotřebitelů při nákupu potravin a nealkoholických nápojů
Osičková, Jana
The bachelor thesis deals with changes in consumer behaviour when buying food and non-alcoholic beverages. The aim of the bachelor thesis is to identify factors that influence consumer behaviour when buying food and non-alcoholic beverages, identify what factors are influencing consumers today, compare the resulting data with historical studies that have been conducted in this area and propose recommendations for Czech retailers in the food and non-alcoholic beverage market. The data were obtained using quantitative research and were processed in Microsoft Excel and Statistica. The results from the questionnaire survey showed that the factors of necessity, quality and previous experience have the greatest influence on consumers.
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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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