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Evaluation of Apple Brand in the Czech republic
Susová, Romana ; Toth, Štefan (advisor) ; Pavel, Pavel (referee)
The thesis covers different approaches Apple is using to attract consumers.
The paper is divided in two parts. The theoretical part includes specific attributes that all together create the final brand image and it also describes the process of building of the relationship between the brand and its customers. In this part special attention is paid to marketing mix and advertisement.
At the beginning of the second, practical, part there is an analysis of different elements of Apple brand image together with description of application of different components of marketing mix in practice. In particular this part describes concrete characteristics that make Apple stand out in tough market competition. Moreover the researcher made a closed questionnaire that aims to describe the relationship between Apple and its users in Czech Republic.
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Chování spotřebitele v cestovním ruchu
Dufek, Ondřej
This Dissertation thesis deals with the issue of consumer behavior in tourism. The main part of this thesis examines the Czech consumers as participants in tourism and their consumer behavior in connection with the purchase and consumption of products of this industry. For examining shopping behavior a qualitative survey among Czech tourists was carried out. Based on the results of the interviews were examined possibilities of different typologies of tourists described in the literature. Totally were examined 12 consumer typologies in tourism. Part of the work is comparison of Czech households spending on package holidays to the average expenditure of the European Union households and analysis of the tourism balance in the Czech Republic. The analysis of tours offered by travel agents for the summer holidays of 2011 was conducted. Based on the results was drawn up a new typology of tourists, which is suitable for application in terms of tourism in the Czech Republic. Marketing recommendations were subsequently made for addressing different types of tourists resulting from introduced typology.
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Quality Management in the Field of Gastronomy
Groulíková, Petra ; Šimara, Jan (referee) ; Bartes, František (advisor)
This diploma thesis is focused on evaluating quality of services in field of gastronomy in specific organisations in Brno city. Within this work there is analysis of present condition in organisations and in field of gastronomy also. For evaluating quality of services, based on this analysis, SERVQUAL method is chosen. After application of this method both recommendations and proposed specific systems of quality management for organisations are expressed.
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Consumers' perception of the Fair Trade mark
ŠIMKOVÁ, Simona
The main objective of this thesis is to map how consumers perceive the Fairtrade mark. Fair trade is a trading partnership that offer better trading conditions and help disadvantaged producers to live better life. The theoretical part of this work explains what a mark is and describes the system of fair trade, tha Fairtrade mark, it includes information about a marketing research. The research into consumer´s perception is done with the help of a questionnaire. The research shows products which consumers buy most from the offer of fair trade product or the reasons for buying them.
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The analysis of cola-based soft drink market in the Czech Republic with a focus on Kofola brand
Kupka, Jan ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
The author of the thesis focuses on an analysis of cola-based soft drink market in the Czech Republic, which is by its internal structure different from the standard European market of such a kind.The main goal of the thesis is to describe the cola-based soft drink market in the Czech Republic in detail, identify profiles of cola-based soft drink consumers for the leading brands and evaluate consumer perception of these brands. The aim of the thesis is also to compare subconscious and real taste preferences and to identifiy taste recognizability of tested cola-based soft drinks with a focus on Kofola brand soft drink. To fulfill the goals of the thesis the author works with following datasources: a study of a market research company ACNielsen, the data analysis of research project MML-TGI, results of a consumer survey and of a blind taste test.
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Vývoj bezpečnostní situace v Egyptě a jeho vliv na rozhodování spotřebitele při výběru dovolené
Nejedlá, Jaroslava
The thesis deals with the development of the security situation in Egypt and with reactions of incoming tourism on this development. Relation between incoming tourism and security in this country is analysed with respect to events influencing the security of Egypt and to evaluation of the development of incoming tourism in last ten years. By means of questionnaire survey it was found out whether the security of a destination is an important aspect for consumers deciding about their holiday. Segments with different approaches to risk were subsequently identified. In conclusion of the thesis the results are interpreted and there are also recom-mendations for travel agencies about which segment should their offer be focused on.
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Vybrané aspekty nákupného správania pri výbere dovolenky vo vztahu k CK Čedok
Očenášková, Klára
Očenášková, K. Chosen aspects of consumer behaviour in the selection of holiday in relation to the Travel agency Čedok. Bachelor thesis. Brno: Mendel University in Brno, 2014. The bachelor thesis deals with consumer behaviour of university students in the selection of particular aspects of holiday spending, its planning, purchase and related factors. The aim is to find out how students decide about their holiday, what and in what measure influences them, and consequently to propose recommendation to the travel agency in this area. In theoretical part of thesis, chosen knowledge from the sphere of tourism, consumer behaviour, marketing and advertising, as well as current trends in relation to tourism are summarised. Practical part is devoted to evaluation of performed questionnaire survey with 292 participants. The results are also represented in demonstrative tables and graphs. Formation of questionnaire for this purpose was consulted with the Travel agency Čedok.
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Vliv nového konkurenta na trh osobní železniční dopravy v České republice
Račková, Lucia
The aim of this work is finding out impacts of entering the railage market in Praha - Ostrava track by a new competitor. At first is described the momental state of liberalization on the railage market and then it follows by prediction of development in the forthcoming term. Practical fraction is about competition analysis on the monitored track, where is demonstrated comparison of the all carrying agents and in the closure there are educted the impacts of entering the market by the company Leo Express.
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