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Stimulování opakovaného nakupování: Případová studie firmy Solosso
Klimo, Ján ; Karlíček, Miroslav (advisor) ; Novotný, Ota (referee)
The goal of this thesis is to propose strategies that profitably stimulate repeat purchase behaviour of Solosso's customers, Solosso being an e-commerce start-up producing custom made dress shirts. In order to accomplish the stated goal, research has been conducted into the existing body of literature about the subject, models for managing customers for value have been presented and applied on Solosso's customer database. Additionally, customer survey has been conducted to better understand customers' behaviour. Based on the applied models and the findings from the survey, the thesis delivers a set of recommendations on how to improve the product, what customers to acquire and, finally, what strategies to employ in order to profitably stimulate repeat purchase behaviour of the four main groups of Solosso's customers. The methods and strategies are expected to generate substantial incremental profits and may be implemented in other businesses as well.
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Analysis of book market
Nováková, Petra ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
This diploma thesis analyzes current book market, its specific features, history, threats and opportunities. The practical part deals with research and analysis of customer behaviour and their shopping habits. The research is then used for market segmentation.
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The analysis of shopping conditions and customer behaviour in a particular city
Lasáková, Martina ; Průša, Přemysl (advisor) ; Vlk, Jaroslav (referee)
This bachelor thesis deals with the analysis of shopping conditions in the city Ostrava and the shopping behaviour of customers buying food in retail stores located in Ostrava. In the first chapter, which is focused on shopping conditions from theoretical point of view, there is in more detail described retail network, area analysis and different types of retail units. The second chapter describes factors influencing customer behaviour and the current trends in Czech customer behaviour, which were published by INCOMA GfK. The two last chapters belong to the practical part of thesis and contain the analysis of shopping conditions and the analysis of shopping behaviour. Finally, the data obtained from research by questionnaire are summarized and compared with Czech trends published by INCOMA GfK.
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