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Organic food labelling and its influence on Generation Y´s purchase behavior on German market
Fiala, Jan
The Diploma Thesis examines the perception, influence and role of organic food labelling on the German market in connection with the consumer behavior of Generation Y as organic food products have become of high interest over the last decade. This thesis also examines the main factors having an impact during decision-making process while purchasing organic food. In the theoretical part the relevant topics are introduced and discussed, such an organic food, labelling system, consumer behavior or Generation Y. Practical part deals with gathering primary data through online questionnaires (n = 185) and in-depth interviews (n = 14) and their analyzing and evaluation in statistical software. Both information and data gathered from secondary and primary research help form recommendations for economic subjects producing and selling organic food products and placing special labels on their packages.
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Marketing strategy of recruitment and retention of IT candidates in the market of Brno
Chaloupková, Gabriela
This master thesis is conducted to address the most discussed topics in recruitment of IT candidates. In 2018 the market with IT candidates in Brno is overheated and there is a big competition between the IT companies. In the theoretical part of this master thesis most discussed topics are introduced and explained, such as remuneration, benefits, forms of recruiting candidates and the recruitment process. HR marketing and recruitment practices were incorporated into the marketing terminology of the extended marketing mix. Practical part consisting of in-depth interviews, findings from related expert seminars and quantitative research focuses on topics discussed in the theoretical part and search for answers on how to best attract and retain IT candidates. There are two separate groups of IT candidates investigated, IT students and IT professionals. Results show IT candidates form a homogeneous group. Outcomes display that IT candidates value the most flexibility in various forms. The most credited benefit is home office. Other valued benefits are sick days or even still meal vouchers. When it comes to decisions about new occupation, remuneration is the top factor IT candidates are interested in, followed by the actual job content, company culture and employer brand.
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Greenwashing as a trend of fast fashion industry in the Czech market with a focus on H&M and Mango
Baráthová, Veronika ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis explains the theory and principles of functions of green marketing and greenwashing. Both of these marketing tactics are currently popular trends. The author has introduced and applied the fundamentals of greenwashing into textile industry and fashion brands. When defining these terms, another topic of sustainability and environmental impact of fashion industry has been researched. The analysis of the issues mentioned above is based on interviews with fashion and lifestyle bloggers, stylists, designers and other respondents, who actively engage with the topic of fashion industry or sustainable fashion. The beginning of the theoretical part contains definition and characteristics of the term Corporate social responsibility (CSR), on which green marketing and eventually its unfair form called greenwashing are based. The greenwashing principles are followed by an explanation of the term fast fashion, it's impact on environment and consumer's buying behaviour. The term of fast fashion is lately expanded by the topic of sustainability in fashion industry and its opposite model referred to a slow fashion. The theoretical chapter has been used as a starting point for the following practical research. The practical part is divided into two sections - descriptive part and research. In...
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Russian language printed periodicals in the Czech Republic from 1990 to 2016
Kučerová, Marie ; Nečas, Vlastimil (advisor) ; Jirků, Jan (referee)
The diploma thesis deals with Russian language periodic press in the Czech Republic from 1990 to 2016. Based on a quantitative document analysis, the thesis describes changes in number of periodicals, identifies three types of publishers and details the biggest publishing companies. Readers and functions of Russian language periodic press are defined with the help of in-depth interviews with media producers. The thesis is supplemented by a list of Russian language titles published in the Czech Republic in 2018. It also contains a description of producers of this minority language media and their working conditions. The thesis concludes that there is a declining tendency in number of Russian language titles published in the Czech Republic. The age of readers of this type of minority media varies. The audience speak and read in Russian and it is also comfortable for them to read in this language. These printed periodicals provide their readers with civic and cultural explanation and with apolitical information with so called Czech element. These functions enable their readers assimilation into the major society.
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Everyday life of Russian-speaking students in the Czech Republic (based on in-depth interviews)
Chernyshova, Evgeniia ; Šalanda, Bohuslav (advisor) ; Marková, Alena (referee)
The topic of the thesis concerns the everyday life of Russian speaking students in the Czech Republic. Its aim is to capture certain features of the everyday life of Russian-speaking students in the Czech Republic. It consists of several chapters. The theoretical part is devoted to defining the key concept of "everyday life", its characteristics, a brief overview of selected books and theories related to this issue, as well as a description of basic theoretical bases in the sociology of everyday life. The historical part deals with the description of selected daily activities and focuses on the life of Russian speaking students in the territory of Czechoslovakia in the 1920s. century. The methodological part describes what qualitative research is, how the data and the actual course of research were obtained. The practical part deals with the results of the research.
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Architecture 3M of brands and their applications, “Case study 3M” – the perspective of B2B subjects and internal specialists and marketing personnel of 3M
Vojta, Jan ; Machek, Martin (advisor) ; Kolařík, Jiří (referee)
Brand portfolios of multinational firm are a complex organism which is managed by headquarter of organization, in particular by the brands architecture and rebranding. The distributors create a direct feedback relationship from the market and they significantly influence any success of brands. The specific work of marketing personnel with brands is thus influenced by many stakeholders on the market and, in consequence, the specific work becomes a complex marketing activity. This master thesis is concerned with the architecture of the specific portfolio of 3M and the work with its brands. The aim is (i) to map architecture of the specific portfolio of 3M House of Brands and (ii) to assess rebranding form 2015 and (iii) to analyze the work with 3M brands and to formulate recommendation for improvements of the work with 3M. The first part is considers the architecture of brands from a theoretical viewpoint which provides a basis for the mapping of 3M House of Brands. There is also specified marketing research methodology which is applied in the practical part of the thesis concerned with specific secondary data, questionnaire survey and deep interviews. In the practical part of the master thesis there is analyzed 3M Case Study, in which there is described and assessed the empirical research of 3M brands. The research consists of two parts: (1) questionnaire survey orientated on B2B distributors, and (2) deep interviews carried out with 3M marketing and special personnel. The comparison and synthesis of more qualitative data appears that the most important result. The 3M perspectives of the marketing personnel and the distributors on the selection of brand activities differ in spite the fact that their aims are similar. The key recommendation of this thesis is, therefore, to give more importance to preferences of the market and create upon this empirical basis more effective branding activities.
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The impact of Sustainable Fashion on the Marketing Communication of Czech fashion Brands
Havrdová, Karolína ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis deals with the principles of sustainable fashion and related marketing techniques, to which fashion brands often resort. This issue is explored by the author in the context of the Czech fashion scene, using in-depth interviews with representatives of Czech fashion brands. The topic is first introduced from a theoretical point of view, where the term "sustainable fashion" is explained to the reader and he gets more familiar with the individual lifecycle phases of a fashion product. Then, the negative aspects of the fashion industry and their solutions using the principles of sustainable fashion are analysed into more depth. This is followed by introducing the reader to the marketing techniques related to the sustainability. The theoretical part serves as a groundwork for own research, in which the author sets the target of mapping the situation regarding the sustainable fashion on the Czech market and compare individual fashion brands with each other. The qualitative form of questioning using in-depth interviews with the representatives of eleven Czech fashion brands was chosen as the research method. The aim of the thesis is to enable the reader a deeper insight into the area of sustainable fashion and to use research to map this issue on the Czech fashion scene.
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Agenda Setting in the Issue of Refugeedom: Analysis of Connection Between Media Exposure and Perceived salience of the Issue
Michalová, Lea ; Remr, Jiří (advisor) ; Soukup, Petr (referee)
The diploma thesis concerns itself with the analysis of connection between the media exposure to refugeedom topics and the perceived salience of the issue. Combined qualitative and quantitative research designs ruled by QUAN → qual scheme are used in the thesis. In the quantitative part the effect of exposure to refugeedom-related news on the perceived salience of the subject is constructed using TV and newspaper viewing figures while controlling socio- demographic characteristics of respondents. Binary logistic regression was used to find the influence. The analysis shows that the exposure to content concerning immigration and refugees has influenced the rated importance of the issue. However, there are other variables not included in the model which are affecting the salience. The qualitative approach offers insights into the relationship discovered with quantitative methods. In-depth interviews showed people are aware of the media influence mainly regarding topics they are thinking about and discussing with their social surroundings. According to some interviewees this influence is stronger observed in topics where we lack personal experience, like the refugees. Apart from the media other issues like value orientation, life experience, social surroundings or the extent of criticism may have...
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Content analysis of chosen periodicals targeting at university students
Čmielová, Martina ; Wolák, Radim (advisor) ; Reifová, Irena (referee)
This thesis presents a complex view of the specifics of the media titles designed for college students in the Czech market, their historical development and current situation. It focuses closer on analysis of commercial media targeting university students. Titles named EuroCampus and Studenta (formerly Stip) were used in comprehensive analysis. The combination of suitably selected quantitative and qualitative methods of research of media content and opinions of audience provides important answers to questions such as: if students have knowledge of this kind of media titles, how the titles are perceived by this audience or if the editorial and advertising content brings original topics and interesting information which may be helpful after graduation. The theory of this thesis is defined by the current situation in the media market in the Czech Republic. Another important theoretical point is creating the typology of student media titles and analyze the history of publishing magazines EuroCampus and Studenta. The practical part is based on theoretical background of methodology explored by thematic agenda, content analysis of selected titles and in-depth interviews with the audience. Keywords Media for College Students, Media Market, Studenta, EuroCampus, Content Analysis, Thematic Agenda, Monitoring...
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Gender in media practice. Male and Female in advertisements
Říhová, Aneta ; Remr, Jiří (advisor) ; Horák, Vít (referee)
Bachelor thesis discusses the issue of men and women portrayal in advertisement; with the main focus set on contemporary television advertisement in Czech Republic. Topic is firstly described from the theoretical point of view, which sets the foundations for the research itself and introduces the reader to the current knowledge in this field. The following study is carried out on two different levels. Content analysis, which is used for breaking down of the essential parts of advertisement, clearly exposes the fact of gender stereotype remnants, even though the shift in certain equalizing aspects is noticeable; analysis is done upon a selected set of advertisements from regular broadcasts during the spring of 2011. Different angle towards the issue is approach using in-depth interviews with selected respondents. This method allows describing the overall understanding of women and men in advertisement by receivers of television advertisements; age of members of the set ranges from 25 to 45 years, women and men with different education were equally represented, providing for absolutely unique views from all individuals. The perception of said matter is strongly influenced by sex and interest in media issues of those respondents.
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