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Analysis of bubble tea market in the Czech Republic
Stibor, Jiří ; Vávra, Oldřich (advisor) ; Koudelka, Jan (referee)
The thesis focuses on bubble tea market in the Czech republic in relation to Bubbleology company. The objective of the thesis is to analyze the marketing mix of this company and suggest additions that would increase the awareness for the brand and subsequently increase the profits. First the target group is identified with the help of on-line questionnaire. Then leading bubble tea brands are described and the main competition for Bubbleology is identified. Follows analysis of the marketing mix. Proposed is increase in digital engagement with the help of social networks and mobile app. Improvements to promotions in the shopping malls are also suggested. The concepts are then verified with the help of focus groups.
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Analysis of fresh juice and smoothies market in the Czech Republic
Šťavíková, Hana ; Vávra, Oldřich (advisor) ; Čížková, Kateřina (referee)
This master thesis deals with the analysis of fresh juice and smoothie market in the Czech Republic. The goal of this thesis is to investigate the market of both fresh bars and fresh juices and smoothies that can be bought in the store. Another goal is to determine consomer's needs on this market. For the purpose of finding out those information, a quiestionnare was compiled. The questionnaire was targeting young people age between 20 and 30 years who either live or at least spend most of their time in big cities. The results of the questionnaire then served as a starting point for further analysis. During working on this paper I was doing a regular storecheck in the 4 most visited grocery chains. For a deeper understanding of the target group, two focus groups were held. First one was targeting people that are regularly buying fresh juices and smoothies in grocery chains. Second one targeted the contrary -- people that have never bought such drinks. Reults of all research that were carried out served as a starting point for further recommendation.
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Nákupní chování mladých spotřebitelů ve věku 15 - 29 let na trhu fast food restaurací v regionu Jižní Morava
Neuberger, Patrik
Neuberger, P., Consumer behaviour of young consumers between 15-29 years on fast food market in South Moravia region. Master Thesis. Brno: Mendel University in Brno, Faculty of Business and Economics, 2015. This master thesis is focused on consumer behaviour of young consumers between 15-29 years at fast food market in South Moravia region. The main aim of this thesis is to identify factors which influence consumer during buying process at this particular group of consumers and on this principle formulate general valid marketing recommendation. Qualitative and quantitative methods are used for research. Focus groups method and questionnaire method were used in research exactly. The result of these methods were used for cluster analysis. The result of cluster analysis are cluster with similar properties and members of these clusters are influenced by same factors. On this base general valid marketing recommendations are made for each cluster. These recommendations can be used in South Moravia region.
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Chování spotřebitele v místě prodeje
Drexler, Denis
DREXLER, Denis. Consumer behaviour at point of purchase. Brno, 2014. 159 p. Master thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Martin Souček, Ph.D. This thesis deals with consumer behaviour and their decision making process at point of purchase. Consumer behaviour is researched within the process of buying confectionery. Methods of questionnaire, focus groups, eye-tracking and in-depth interviews have been used in the practical part. Based on results in the practical part, a model of consumer behaviour has been created. The thesis also suggests marketing recommendations which could be practically used.
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Vliv genderového marketingu při tvorbě reklamních strategií
Machálková, Veronika
This diploma thesis deals with processing of the issue of current situation in the field of gender advertising strategies which are particularly targeted at women's marketing. Elaboration marketing researches and group interviews are identified women's' views on the selected advertising campaigns. Next step is evaluation and processing information of Focus Groups which are concerned shopping behavior of university women students. Sequentially, the models of shopping behavior have been created including factors which affecting to the target group.
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