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Percepce a využití fotografií pro marketingové účely na sociálních sítích
Marečková, Lucie
This diploma thesis is focused on the perception and utilization of a photography connected with visual materials used for a marketing communication on social sites. Thanks to applying the researches of an eye tracking, in-depth interview and questionnaire survey were identified the factors that have an effect on a consumer and have influence on his perception and preferences. The attention was paid mainly to the effect of a coloured photography in comparison with a black and white picture, to the effect of a visualization of a bigger space on the photography in comparison with the detail view, to the effect of different number of people in the photography, and to a different depth of field in the photography. By the analysis of all these factors was achieved the main goal of this thesis that is the proposal of appropriate recommendations regarding the marketing communication on social sites when using photographs. These recommendations were suggested mainly for energy drinks sector.
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Role obalu medu a výrobků z medu na nákupní rozhodovací proces
Chytil, Ondřej
The diploma thesis deals with consumer behaviour with emphasis on influence of packaging and labels on young consumers between the age of 20-35 when selecting honey and honey based products. The thesis uses marketing research techniques, primarily eyetracking observations and depth interviews. The outcome of the thesis is a model of consumer behaviour and a set of recommendations for creating labels and packaging considering honey production.
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Vliv obalů a etiket na nákupní chování spotřebitelů na trhu s jogurty
Doležalová, Markéta
DOLEŽALOVÁ, M. The influence of packaging and label on consumer´ purchasing behaviour on the youghurt market. 2017. 111 s. Master thesis. Brno: Mendel University, Faculty of Business and Economics. Thesis supervisor: Ing. Veronika Antošová, Ph.D. The master thesis deals with consumer behaviour of young people (students aged 20 to 25) on the youghurt market. Emphasis is placed on the impact of packaging and labels in the use of marketing research, especially eyetracking observations and in-depth interviews. The output of the thesis is a draft recommendation for packaging and labeling in this sector.
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Obal ako spôsob marketingovej komunikácie
Bielokostolská, Barbara
BIELOKOSTOLSKÁ, B. Packaging as a way of marketing communication. Bachelor thesis. Brno: Mendel University, 2018. The bachelor thesis focuses mainly on the characteristics of the packaging as a tool of marketing communication between the seller and the customer. The theoretical part defines the concepts of product policy, packaging decisions, packaging definition and function. In the practical part Smurfit Kappa Obaly Štúrovo, a. s. a producer of packaging and packaging materials made of corrugated cardboard is represented. Additionally an in-depth interview with some of Smurfit Kappa Obaly Štúrovo, a. s.´s customers is being conducted, focusing mainly on the cardboard packaging of this company (production, design, and function) and questionnaire survey with consumers to gain their opinions and preferences for the packaging as a way of marketing communication. According to the information obtained, the drafts for Smurfit Kappa Obaly Štúrovo, a. s. are the results of a survey.
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Nativní reklama na sociálních sítích
Latináková, Klára
LATINÁKOVÁ KLÁRA. Native advertising on social networks. Brno, 2019. Bachelor‘s thesis. Mendel University in Brno. Faculty of Bussiness and Economics. Thesis supervisor Ing. Stanislav Mokrý, Ph.D. This bachelor’s thesis deals with the subject of comparing native and banner advertising on social networks. The thesis used eye-tracking technology and depth interviews to research how the users of social networks perceive advertising on Facebook. The results, obtained by eye-tracking and by depth interviews, were statistically evaluated and were compared with previous researches on similar topics. This comparison is summed up in the Conclusion part.
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Sociálne siete a jejich využitie pri propagácii turistickej destinácie
Handzušová, Jana
This thesis deals with the issue of social networks and their use in the promotion of a tourist destination. Using eye tracking method, in-depth interviews and survey research, factors affecting consumers on social networks and consumer preferences in this area were identified. Focus lies on the importance of influencers used in the promotion of a destination and their impact on consumers‘ decision-making process. Therefore, factors influencing the visual perception of posts promoting a tourist destination on the social network Instagram were elaborated. By using research methods and analyzing factors, the goal of the work was achieved, namely to propose appropriate recommendations for promoters of tourist destinations.
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Využití obsahového marketingu v marketingu sportovních služeb
Nečas, Jiří
Nečas, J. Use of content marketing in the marketing of sports services. Diploma Thesis. Brno: Mendel University in Brno, 2019. Following diploma thesis describes the inclusion of content marketing in the marketing of sports services. It examines the types of content, that are most preferred by customers and the possibility of application of content marketing tools in the area of sports services. To identify these content preferences, quantitative marketing research (n=400) and qualitative research based on in-depth interviews (n=14) were conducted. The recommendations are based on preferred consumer content types and are modeled according to the See, Think, Do, Care model with regard to their cost effectiveness.
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Chovanie spotrebiteľov pri on-line nákupe prírodnej kozmetiky
Kopšíková, Monika
KOPŠÍKOVÁ, MONIKA. On-line consumer behaviour buying natural cosmetic products. Brno, 2019. Diploma thesis. Mendel University in Brno, Faculty of Business and Economics. Thesis supervisor Ing. Stanislav Mokrý, Ph.D. Submitted diploma thesis deals with the issues of women consumer behaviour while buying natural cosmetics on-line. Eye tracking and controlled in-depth interview were the main research methods which were used to identify factors and motives which influence buying decisions. The attention was paid to preferences and the aim was also to find out the purchase places of cosmetics products including the reasons of natural cosmetics preferences. The aim of the diploma thesis was achieved by the analysis of the factors. For instance, suggestions with appropriate recommendations for marketing communication subjects who do on-line business on the market with natural cosmetics.
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Fenomén scarcity a FoMo a jejich percepce generací Y
Bazala, Štěpán
Bazala, Š. Fenomén scarcity a FoMo a jejich percepce generací Y. Brno: Mendelova univerzita v Brně, 2018. This bachelor's thesis includes the phenomenon of scarcity and FoMo marketing and their perception in generation Y. Through eye tracking and subsequent managed interviews, bachelor's thesis perceives selected marketing tools and their impact on consumer's final decision when they are shopping online. Based on the results identified by both of mentioned methods are given recommendations for the use of these tools in the development of marketing strategies in the internet environment for Y generation.
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Problémové oblasti a výhody formy rodinného podnikání v zemědělství
Fišerová, Markéta
Fišerová, M. Problematic areas and advantages of the form of family business in agriculture. Brno: Mendel university in Brno, 2018. The diploma thesis deals with problematic areas and advantages in family business in agriculture. The first part of the thesis is focused on the analysis of secondary data, where family farms in the Czech Republic are described, as well as farms in the world. Comprehensive analysis is performed to collect primary data based on in-depth interviews with owners of family farms. Based on collected information, the major problem areas of family farms are identified and recommendations for their enhancment are proposed.
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