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Purchasing Tendency of Consumers Buying Fair-Trade Products
Čerňanská, Marie ; Remr, Jiří (advisor) ; Tuček, Milan (referee)
The thesis "Purchasing tendency of consumers buying fair-trade products" examines aspects that influence consumer behaviour when buying fair-trade products. The thesis is based on a combination of two research methods - secondary data analysis and semi-structured interview. Secondary research uses data from a survey focused on the purchase, preferences and attitudes of fair-trade that was carried out by the Institute of evaluations and social analysis (INESAN). The quantitative part consist of two texts. The first part concentrates on finding aspects that can play a role in consumers' preference in purchasing fair-trade products. The second part concentrates on the purchase itself. It focuses on the extent to which consumers' purchase of fair- trade products is planned or impulsive. The qualitative part is based on quantitative analysis and focuses on established facts in detail. The thesis concludes that buying fair-trade products is influenced by social aspects, quality, price, availability and awareness of fair-trade products and the level of planning depends on the situation.
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Humor as a marketing tool and its impact on consumer behavior
Janjić, Saška ; Vranka, Marek (advisor) ; Halada, Jan (referee)
The bachelor thesis, titled Humor as a marketing tool and its impact on consumer behavior, deals with the use of humor in marketing communication. The main objective of the thesis is to explore the effect of humor in marketing on brand perception and purchase intensions of consumers. The thesis is divided into two parts - theoretical and practical. In the theoretical part, the consumer is being focused on firstly in order to understand principles of market behavior and factors that influences this behavior. Comprehending that is crucial in order to thoroughly understand the impacts of humor that are described in following parts of the thesis. The next part of the thesis deals with humor from a psychological point of view, it explains what humor is and describes some of the selected theories. The last chapter of the theoretical part connects humor and marketing, explains the principles, the effects, but also the advantages and the disadvantages that this practice deals with. The practical part consists of research that aims to explore the effects and the impacts of humor in marketing on the perception of promoted brands and the purchase intentions of consumers. The results of the research suggest that humor has some positive effects on brand reception. Especially, consumers perceive the brand as...
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The influence of objective factors in decision making and consumer behavior
Šprachtová, Pavlína ; Rymeš, Milan (advisor) ; Kirovová, Iva (referee)
Univerzita Karlova v Praze Filozofická fakulta Katedra psychologie Diplomová práce Bc. Pavlína Šprachtová Vliv objektivních faktorů na rozhodování a nákupní chování spotřebitelů The influence of objective factors in decision making and consumer behavior V Praze 31. 11. 2015 Vedoucí práce: Doc. PhDr. Milan Rymeš, CSc. Abstract Based on professional literature research will be compile, description and definition of objective factors (e.g. demographics, social groups, culture etc.), which influenced consumers decision making and buying. Separate chapter will be focused on impact of social groups, too. Available research with topic of motivation and other aspects influencing consumer's behavior will be analyzed and compared. The empirical part will be targeted on objective factors which affect consumers decision making in situation of buying a car. Special space will be devoted impact of social groups. The aim of that diploma thesis is to find out significance and impact of objective factors in consumer decision making and description and definition of social norm, which affect product or service given current lifestyle. Keywords consumer behavior, buying decision making, objective factors, advertisement
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"You need to plan it." Practices of reducing food waste in households
Pešková, Tereza ; Čada, Karel (advisor) ; Tuček, Milan (referee)
"You need to plan it." Practices of reducing food waste in households Anotation This diploma thesis focuses on a problem of consumers' food waste. The main goal is to find out how does the consumer behaviour of the target group look like and how does this behaviour influence the amount of food which is thrown into the trash. By using the theory of practice, therefore exploring specific practices which people use for food consumption, it was possible to tackle the problem. Moreover, this approach enabled to emphasize not only the practices themselves but also the meaning which is connected to them. Results of the qualitative research show that one of the biggest influence on the quantity of discarded food has the shopping behaviour like careful planning of food purchases with respect to real consumption. Different practices were found also in other situations, for instance, when older food accumulates at home and it is necessary to process them to prevent them from being thrown away. These strategies are influenced by different aspects like environment, availability or respondent's experience. In the text are, furthermore, introduced also respondents' motivations and barriers which affect their tendencies to reduce consumption and thus minimalize food waste.
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Explanatory factors of consumer behaviour: the survey of organic food consumers conducted on sample of inhabitants of Prague and Znojmo district
Zvěřinová, Iva ; Buriánek, Jiří (advisor) ; Vlček, Josef (referee)
Production, processing, transport and consumption of food form a significant part of the environmental burden. Organic farming and organic food production represent for many experts, policymakers and for a part of lay public a way to reduce the environmental burden. The volume of organic food production hinges on, among others, the willingness of consumers to prefer organic food to conventional food and also to change consumer behaviour. Although organic food consumer and purchase behaviour is sometimes found to be environmentally motivated, health motives are prevailing in many developed countries. Recently, organic food consumption has grown significantly in developed countries. The diploma thesis is for these reasons aimed at analysis of motivational factors and barriers that affect consumer's purchase decision-making related to organic food. First, the overview of scientific literature concerning organic food consumption behaviour is presented. Factors that explain it can be divided into four major types: attitudinal variables, contextual forces, personal capabilities and habits. In the diploma thesis, we focus on risk perception, which can be classified as the attitudinal variable. Considering the perception of health and environmental risks, it is important to point out that manufactured...
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Generation Z and sports brands
Šustrová, Tereza ; Voráček, Josef (advisor) ; Navrátilová, Miroslava (referee)
Title: Generation Z and sports brands Objectives: Main goal of the diploma thesis is to find out brand importance in decision-making process of generation Z living in capital city of Prague using group interviews. Methods: The qualitative method was used in the diploma via group interviews. Scenario of the group interviews was based on literature search. Audio record was taken during the interview which was used with notes to analyzing the data. Summary protocol method was used to rewrite data from audio record. Results: For generation Z living in the capital city of Prague, the brand plays its role in the buying decision-making process in all its phases in the purchase of sporting goods. Generation Z living in capital city of Prague got good relationship with sporting brands. They are willing to pay more money for branded goods and they are loyal to brands. Keywords: generation Z, brand, sports brand, consumer, consumer behavior, buyer decision process
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Analysis of consumer behaviour among DotA 2 players and its effect on individual performance
Krejcar, Vilém ; Krištoufek, Ladislav (advisor) ; Hronec, Martin (referee)
This thesis examine the possible e ect of consumer behaviour, specifically gold sources distribution and e ectiveness in spending, on rank between DotA 2 players. Relevant literature from the past years was summarised and dataset containing more than 91 thousand data points from OpenDota API used to determine the relationship was constructed. Ordered Logistic Regression and K-Means Clustering algorithms were applied on four datasets of 12 variables divided based on the player's position and the outcome of the game, conclud- ing that only a fraction of the variation (McFadden's R2 of 6.2% and Cox & Snell's R2 11.7% on average) has been explained and cluster analysis resulted in a mean accuracy of 38.25%. Those results were supported by the correlation analysis indicating low correlation coe cient values of dependent variable rank. Despite such output, patterns were discovered across individual rank clusters from metrics acclaiming higher e ectiveness of more experienced players re- garding consumer behaviour with strong statistical significance. It has been concluded that the e ect is present, yet its magnitude by itself is not su cient to predict the regressand. The outcome implies possible presence of other vari- ables that have an e ect on the explained variable which are not included in the...
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The role of advertising in the life of pensioners
Horáková, Zuzana ; Reifová, Irena (advisor) ; Wolák, Radim (referee)
The topic of the diploma thesis The role of advertising in the life of pensioners dedicates to czech pensioners and deals with an individual aspects of their relationship with advertising. The first part of the diploma thesis deals with the theoretical concent, which desribes the audience from the general perspective, history, new media and selected researches. The next chapter focuses on the pensioners themselves. I try here to define the basic concepts that are associated with them in terms of sociology and lifestyle of this older generation. The space is also devoted to the consumer beviour of pensioners, which is influenced by certain aspects of their lives. There is also a chapter about advertising and individual advertising media because of context the diploma thesis. The practical part of the diploma thesis is the evaluation of quantitative research, which concerned the influence of advertising messages on pensioners. The questionnaire included questions that emerged from the theoretical part. The questions asked about the source of the advertising message, the sufficient offer of products and services or what advertising should look like to make it more trustworthy. Based on the answers an evaluation was prepared, which answered the topic of my diploma thehis - whether the advertising...
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