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Comparison of consumer behavior in the United States and the Czech Republic
Líbalová, Kateřina ; Chylíková, Hana (advisor) ; Vyhnálek, Petr (referee)
The thesis deals with consumer behavior in the United States and the Czech Republic. Economic and demographic situation in these countries, along with classification of consumers and cultural, sociologic and psychographic factors are described in the theoretical part. The practical part is based on a survey which includes topics such as buying habits, selection criteria, attitude to brands and advertising, financial aspects, ecology and CSR. The final part summarizes obtained information to compare buying behavior of the American and Czech consumers.
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Psychology of pricing
Bimaj, Arjola ; Král, Petr (advisor) ; Olšanová, Květa (referee)
Price is the element of the marketing mix that has direct effect in the profits of a company. The right price can boost the profit and the wrong price can significantly shrink it. Thus, the businesses need to set the right price in order to maximize their revenues. However, the newest factors in the economic field, the continuous changes in the environment and the current financial situation in the world has eroded the pricing power and forces the managers to look in every direction in order to be able and keep up with the changes. Therefore, the aim of the thesis is to study the psychology of pricing related to the factors that affect the consumers' psychology and behavior when it comes to purchasing decision. The information will be then useful inputs for the companies in order to understand these factors and use them to set the most suitable pricing method for their product.
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Marketing of Elderly People
Vojtová, Markéta ; Hesková, Marie (advisor) ; Cabová, Františka (referee)
The thesis "Marketing of Elderly People" follow up on the issue of marketing focused on the generation aged over fifty years. Describes the specifics of this generation in the context of the consumer behavior. In the practical part of the thesis is conducted marketing research dedicated to consumables behavior of seniors in regard to Internet commerce. For marketing research was used questionnaire. Analysis of the results obtained information on the relationship of seniors to Internet trading, which is largely the domain of the younger generation already online.
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Analysis of the consumer behavior of the Czech Beer Festival visitors
Gaudlová, Alena ; Koudelka, Jan (advisor) ; Černá, Jitka (referee)
This thesis is focused on the market research. The basis is an analysis of the consumer behavior of the Czech beer festival visitors. The survey was conducted through the written questionnaires and should show whether the event promotion is effective, which of the used cumminaciation channels have the biggest response and whether the visitors were dis/satisfied and what contributes to it. Basic information about the Czech Beer Festival and about the possible rivals are described in the first part of the thesis. The second and third part is theoretical. It introduces the term of event marketing, integration of this communaciation instrument into the company communacition strategy and basic information about the market research doing through questionnaires. The questions, projection and evaluation of the results are in the fourth part, that is the basic core of this thesis. The overall appraisal and reccomendations for the future are prepared in the last part.
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The acquisition of new consumers of the young generation for traditional Czech brand
Javořík, Tomáš ; Koudelka, Jan (advisor) ; Šíšová, Lenka (referee)
This thesis deals with the acquisition of new customers from among the young generation. In the theoretical part thesis deals with the purchase of consumer behavior, the methods used in the practical part and especially the coffee market. Firstly, the work focuses on coffee and coffee market in general then the emphasis is put mainly on the coffee market in the Czech Republic. In the practical part comes introduction of the particular company, the subsequent analysis of market data and consumer. Consumer analysis is performed using both qualitative and quantitative marketing research. The aim is to detect potential and addressing problems of the brand.
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Analysis of the Buying Conditions at the Klatovy Area
MARTÍNKOVÁ, Zuzana
The main aim o the present thesis was to evaluate the shopping conditions in the area of the town Klatovy and to define geografically the selling units in this area plus to suggest the possibilities for improvement. Another aim of this thesis was to give an overall view into the retailing units in this area.
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Buying behavior and the attitudes of customers of a retail unit
MAREŠOVÁ, Petra
The main objective of this diploma thesis was to analyze the buying behaviour and attitudes of customers and then propose concrete measures for improvement. The first part of the work contains theoretical information. There are characterized basic terms such as consumer and buying behavior, purchase decision process, factors affecting the purchase decisions of consumers, individual types of buyers, marketing research, marketing research process and marketing research techniques. Second part is the practical part and contains information about next companies - FLOP JIH spol. s r.o., FLOSMAN a. s., and also about the retail unit Flop Diskont Mladá Vožice. This part also contains analysis of buing behaviour and attitudes of customers of this chosen unit. The analysis was made through a questionnaire survey.At the end of the work there are suggested any recommendations in several areas in which the retail unit has some potential to improve.
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Consumer Behaviour Analysis in the Field of the Fair Trade products
KALTOUNKOVÁ, Jana
The main objective of this thesis was to find out how are consumers informed about the Fair Trade products and also analysing the purchase patterns regarding its structure, frequency and satisfaction after the purchase. The provided data were acquired from the results of a quantitative research ? a questionnaire made by 220 respondents from South-Bohemian Region of the Czech Republic. The results showed that only 50% of the respondents know Fair Trade products and 25% of the respondents buy these products. At the end of this thesis are exposed suggestions for improvement of the current state such as: raise awareness with campaigns in schools or in media and social networks (Radio, Television, Internet), organize lectures, workshops, degustations and demonstrations as well as extending the offer of these products in schools cafeterias, teahouses and coffee bars.
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The analysis of consumers behavior for project: Customer-oriented company
DOKOUPILOVÁ, Lenka
The aim of this thesis is to determine the external and internal incentive that affect the behavior of the final consumer in the buying process and thus contribute to the development project named "A customer-oriented company", which is being incorporated into operations of JEDNOTA, s.d. company in České Budějovice. In this work the method of oral questioning and observation method for final consumers were used. The combination of these two methods served to analyze consumer behavior in the supermarket TERNO České Budějovice, which JEDNOTA operates. These two methods were also used in consumers at a beverage center, which is managed by the supermarket TERNO.
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Cheeses and analogues products
LAFATOVÁ, Veronika
Bachelor thesis is focus on consumers? knowledge of analogues products with specialization in cheese. It was necessary created a questionnaire, which was fill in by randomly chosen respondents. This questionnaire survey shows preference in cheese consumption, consumers foreknowledge of analog product from points? of view marking of products, shopping behavior and about positives and negatives of cheese analogues. Main conclusion from questionnaire survey are, that consumers consume cheese often, main prefer cheese are semi-hard and fresh cheeses. Consumers have not enough information about product. This is caused by no precise information in label and very often is this product put between real cheese. Correct information in label and position in the shop could be significantly affect the purchasing behavior of consumers with bad benefit of analog products.
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