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Current trends in social marketing of the food sector
Semrádová, Eliška ; Shavit, Anna (advisor) ; Zezulková, Markéta (referee)
The Bachelor Thesis, titled Current trends in social marketing of the food sector, deals with the usage of food waste as a topic in the communication activities of grocery retailers in the Czech market. The thesis aims to find out what the motivation of the retail chain companies is to adopt practices that reduce the food waste. On the contrary, the thesis also looks at what the barriers in this matter are. The objective is also to analyse these activities and to assign them to marketing theory. The theoretical part of the thesis works with the terms social marketing and corporate social responsibility, occurring in the food industry. The paper describes the reasons why the problem of food waste became a public discussion. The next part is dealing with the analysis of the domestic market with the food retailer chains. The practical part is based on a survey examining an approach of the food retailer chains to the topic of food waste. The answers of the seven representatives of food retailed chains management in the Czech market are interpreted.
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Social network Facebook as a part of marketing mix of retail chains
Zieglerová, Lenka ; Klimeš, David (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor's thesis "Social network Facebook as a part of marketing mix of retail chains" explores the phenomenon of using Facebook social network for communicating with customers as a part of marketing mix of retail chains in the Czech Republic. In the theoretical part the thesis introduces basic terms such as marketing mix, its tools, social networks, the term customer service and introduces retail chains in the Czech Republic. This theoretical knowledge is then applied within the analytical part of the thesis, which is dedicated to quantitative analysis in own research of communication of retail chains in the Czech Republic on the social network Facebook. This analysis was carried out between September and October 2016 on a sample of 1,271 posts and examines in detail the sentiment of individual user's posts, percentage of answered posts and time-efficiency of the reactions. Obtained values are then compared to the size of each page's fan base, the communication of retail chains in other channels and other connections that could have an impact on number of posts are examined. The goal of the analytical part of the thesis is to evaluate the level and effectiveness of communication of selected retail chains on this rapidly expanding network.
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Regionální potravina v politice obchodních řetězců
Holoubková, Iveta
This thesis deals with the position of regional foods in a selected sample of retail chains operating in the Brno- city and Brno- rural areas. The theoretical part is devoted to selected circuits that relate to the issue of agrarian sector and its formation in the conditions of contemporary agribusiness . Part of this section is to introduce the basic characteristics and concepts related to the functioning of the retail market in the Czech Republic. Is a crucial element in defining the concept of regional food and a brief statement of marketing techniques necessary to prepare the practical part. Its content is the realization of primary research, according to the chosen methodology and reporting of results , based on which it will be possible to evaluate the status of regional food store chains.
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Strategy of Czech retail chains competing with foreign competitors
Benešová, Hana ; Chalupský, Vladimír (advisor)
This master´s thesis deals with a problematic of situation on the czech market with consumer´s goods. Especially position of the czech retail chain called Konzum Ústí nad Orlicí, which belong to Association of czech and moravian retail chains. In the thesis I analyse present situation on the czech market with the goods and occupy with future trends. Its consider on the business policy of Konzum, their success and effect. I concentrate myself on the results, which are realized by research made by copany Incoma, to improve the situation and position of the Konzum and Association of czech and moravian retail chains in the keen competition on the czech market because of the foreign retail chains.
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Analysis of Shopping Behavior by Fast Moving Consumer Goods in the Czech Republic
Bělíčková, Alena ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The diploma thesis deals with the analysis of FMCG (fast-moving-consumer-goods) shopping behavior and the retail chain positioning. The aim of the thesis is to evaluate the correspondence of the shopping behavior and the retail chain positioning for given retail chains. The analysis of shopping behavior is based on the questionnaire based on the representative sample of 4000 respondents. The shopping behavior is described with regard to seven segments defined by the Incoma GfK research agency. Two methods of shopping behavior are described in the thesis. The first one is the method based on the personally defined sorting rules created according to several questions selected from the questionnaire, and the second one that is based on the factor and cluster analysis. The self-created evaluating scale has been used to evaluate an influence of selected questions to segments viewed. In a similar way, the retail chains positionings have been determined based on the available data (opening hours , price level, provided services etc.). The correspondence of individual retail chain positioning and shopping behavior is evaluated in the conclusion.
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Perspektiva maloobchodního prodeje obchodních řetězců s ohledem na právní úpravu ochrany spotřebitele
Remunda, Kamil
This diploma thesis evaluates the Czech retail market for food and consumer protection benefits for the customer with the division into a public-private law parts. An important theme of the work is the effect of the Act on significant market power on the retail entities. Part of the work is devoted to food quality criteria, which significantly affect the chain stores. The results of the work are intertwined with the subjective assessment of customers that were obtained from a questionnaire focused on consumer behaviour when purchasing food and its contribution to the improvement of consumer protection for the customer in the buying decision process.
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Selected forms of Selling the Organic Food - Retail Chains
JEŽKOVÁ, Zdeňka
The main aim of my thesis was to assess the current state of organic food selling in retail chains in terms of assortment range, requirements and sale culture and to suggest appropriate measures based on the data obtained. The theoretical part is focused on defining the concept of organic farming, through organic products right to organic food. The empirical part is focused on the evaluation of the supply list with specific types of organic products offered in individual stores, comparing the offer of organic food between retail units, and finally comparing the offer of organic food within the former districts. The analysis contains also summarized findings resulting from a questionnaire survey among retail business organizations. The conclusion of the empirical part is focused on answering presented hypotheses and proposing recommendations.
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The position of fairtrade products on the regional market
ZEMENOVÁ, Edita
The fair trade is a concept that comes with better conditions for producers of the developing countries. It aims to improve their social, economic and environmental profile. If we want to describe fair trade market in South Bohemia Region, we have to deal with points of sale and customer's preferences. The growing phenomenon of the fair trade is also caused by many campaigns and projects supporting its philosophy.
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