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Differences in shopping behaviour of men and women in the czech retail marketplace
Zabloudilová, Pavlína ; Průša, Přemysl (advisor) ; Bachmann, Petr (referee)
The theoretical part of this bachelor thesis is focused on meaning of the shopping behaviour particularly on the predispositions and the buyer decision process. These factors create the black box of buyer in general. On the basis of the available secondary data and observation are analysed in the practical part of the thesis the general differences of men and women, the differences in shopping in the supermarket or on the internet as well. The thesis also involves a marketing research, which was realized with the help of questionare. The questionare inquire into the differences in shopping behaviour of men and women in the czech retail electro-marketplace. In the end was effected the mystery shopping.
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Analysis of the impact of changes in the taxation of non-tradeable goods
Mrkvičková, Jana ; Slintáková, Barbora (advisor) ; Kučerová, Zuzana (referee)
The main goal of this thesis is to analyze the impact of changes in the taxation of non-tradeable goods. The work is focused on changes to exemption from tax on importation of goods and specifies at what goods are covered by the exemptions. Main part is dedicated to purchasing behavior of consumers on the Internet. The second part is focused on changes in the taxation of non-tradeable goods. In the final part is ananalysis of data obtained by questionnaire and confirmed or refuted hypothesis: Lowering the limit when importing goods from 150 EUR to 22 EUR interested in importing non-tradeable goods decreases, while increasing demand for non-tradeable goods from the European Union.
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Analysis of target groups and brand communications of Mercedes-Benz on the passenger car market in the Czech Republic
Dudinská, Daniela ; Průša, Přemysl (advisor) ; Burianová, Lenka (referee)
The thesis aims to identify the weaknesses, threats and opportunities in local marketing activities of the brand Mercedes-Benz in Czech Republic and to suggest ways to upgrade the communication of the company with the current, as well as the potential target groups. The theoretical part of the thesis brings basic knowledge of brand management, consumer behaviour, market research and marketing communications. The practical part of the thesis introduces the company Daimler AG, its historical development, current activities, brand portfolio structure and competition of the brand Mercedes-Benz. This brief presentation of the parent company is followed by description of the Czech daughter company and the positioning, identity and brand image of Mercedes-Benz in the country. The main chapter of the practical part is the analysis, divided into analysis of target groups and analysis of brand communications of Mercedes-Benz Czech Republic in 2011. The following chapter contains recommendations based on the analysis results. The recommendations are related to the optimization of marketing activities of Mercedes-Benz Czech Republic with respect to target groups and planned business activities in the future.
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Changes in buying behavior of consumers in the selected region
Háková, Hana ; Koudelka, Jan (advisor) ; Pajer, Petr (referee)
The aim of this thesis is to determine whether there has been a change in buying behavior of customers over the previous two years, when a similar research was done within my bachelor's work done. This thesis is divided into 3 parts. The first part concerns the theoretical description of the decision-making process of customers, defining the types of retail sales and also deals with private-brand and organic food. The second part is devoted to the development of the Czech retail market in the past few years, the current situation on the Czech market and outlines possible future developments. The third section includes a detailed description of the shopping opportunities in the district of Tabor and an evaluation of my research, that was realised on basis of the questionnaire confrontation of obtained results with the data from previous research. The whole thesis is finished by evaluation and summary of the results which have been identified in carried out research. There are suggestions at the end where the observed results could be applied directly in practice.
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Cause-Related Marketing a principy jeho fungování
Šanderová, Lenka ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Nowadays firms are dealing with fierce competition and are "forced" to keep launching new products and strategies that would attract consumers'attention. One of the fastest growing marketing strategies - Cause-related marketing (CRM) addresses these trends as well as benefits from them. Cause-related marketing is a strategic partnership between a for-profit and non-profit organization. The contributions to the cause are made via consumer'purchases. As many statistics prove, CRM is a very effective strategy resulting in higher sales, enhanced image as well as loyalty. The question remains: how is it possible? What marketing concepts and techniques stand behind CRM? The diploma theses answers those questions and explains most important markteting and psychologial concepts from consumer's and firm's perspective.
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The analysis of shopping conditions and consumer behaviour in a particular city
Čechová, Markéta ; Průša, Přemysl (advisor) ; Odehnalová, Jitka (referee)
This thesis deals with shopping conditions in the city of Louny and analysis of shopping behaviour of consumers buying grocery in retail stores located in Louny. In theoretical part of the thesis there is described retail network, business facilities of the city and different types of retail units. Further, the thesis deals with factors influencing shopping behaviour of consumers and summarizes current trends in consumer's behaviour in the Czech Republic. Practical part of thesis focuses on describing retail units in Louny and interpreting results of research concerning behaviour of consumers in Louny. Finally, the data from research are compared with the Czech trends of shopping behaviour.
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Consumer behavior research
Hašková, Lucie ; Turnerová, Lenka (advisor) ; Koudelka, Jan (referee)
The major part of this work is a consumer behavior research in process of buying christmas presents. The goal of this work is to describe a consumer behavior of Prague's customers in process of buying christmas presents, also describe a a consumer behavior of different age and social groups, as well as the difference between men and women.
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Research on consumer buying behavior and retail availability in Karlovy Vary
Preňková, Martina ; Turnerová, Lenka (advisor) ; Cimler, Petr (referee)
The thesis analyzes buying behavior of consumers and retail availability in Karlovy Vary. It describes the network of retail stores, which focus on groceries. The analysis is based on questionnaires which were concerned with a structure of buyers, frequency of visitation and aspects influencing selection of the favorite shops. The final part consists of a summary of questionnaire outcomes and a comparison with nationwide trends of consumer buying behavior.
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The discount phenomenon at the beginning of the new millennium
Ducháčová, Lenka ; Chylíková, Hana (advisor) ; Filipová, Vladimíra (referee)
This bachelor's thesis aims to research into the consumer behaviour with respect to sales and discounts. The theoretical part provides the definition of consumer behaviour and forms of sales and discounts, focusing on the phrase "for FREE". The next part takes a look "under the bonnet" of low prices in retail chains and introduces Czech retail chains and their recent development along with the continuously increasing offer of special sales and discounts on the Czech market. One chapter deals specifically with "group-buying platforms" -- a new phenomenon on the Czech Internet. The practical part of the thesis summarises the results of a questionnaire-based survey among "discount hunters". The thesis is concluded by a calculation of the impact of special sales and discounts on people's wallets.
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