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Analysis of purchase behavior of consumers at the dermocosmetics market
Kolínská, Aneta ; Vávra, Oldřich (advisor) ; Švábová, Karolína (referee)
The thesis focuses on the buying behavior of consumers at the dermocosmetics market in the Czech Republic with a main focus on consumers of brands Vichy, Bioderma, La Roche-Posay, Avene and Eucerin. The work is divided into two main parts, theoretical and practical. The first part is devoted to general theoretical knowledge in the field of shopping behavior of consumers, the buying decision process and its various stages. It also builds on the theoretical foundation of marketing research, its nature and process. In the practical part there is dermocosmetics market in the Czech Republic mapped together with the introduction of the above mentioned dermocosmetic brands. After secondary research follows the main part, which is the primary consumer research conducted through interviews with consumer of dermocosmetics, which is then compared with primary research of pharmacy staff selling democosmetics. The findings of the research are then formulated into practical recommendations given to the Active Cosmetics Division at L'Oréal.
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The effect of celebrities in advertising on consumer decision
Kočárová, Katarína ; Průša, Přemysl (advisor) ; Sedlacky, Martin (referee)
The main objective of the thesis is to clarify the magnitude of celebrities, promoting products or services, on consumer's decision-making process. The work is divided into theoretical and practical part. The theoretical part discusses the theoretical background related to consumer behavior, communication with customers, advertising and reference groups. This section is closed by a chapter, which discusses the main term supporting this work, celebrity. The practical part is focused on the detection of the impact that the occurrence of celebrity in advertising spots has on consumer behavior and also evaluate the effectiveness of specific advertising campaigns broadcast in the Czech and Slovak Republic.
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User Rating and its Impact on the Willingness to Buy in Online Environments
Kovářová, Veronika ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The goal of this Bachelor Thesis is to define the impact of reviews on potential customers in the online environments. It defines the types of reviews that influence customers positively in their buying decision process and which of them do not have a requisite value for potential customer. Reviews will be compared not only from the structuring or no-structuring viewpoint but also from the content of the published text: its form, length, expertises and language quality. To determine the above will be used the contact method or qualitative research in the form of a personal interview with voluntary respondents who will be contacted via the social network. The goal of the research will not be only to determine what the reviews have the greatest informative value for users, but also to define what form of expression reviewers prefer and how to ensure that consumers will write a valuable and quality reviews.
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Purchasing behavior of selected category of consumers
Rozlivková, Petra ; Boučková, Jana (advisor) ; Koudelka, Jan (referee)
This bachelor thesis on the topic "Purchasing behavior of selected category of consumers" is dealing with consumer's behavior on the notebook market. The thesis is divided into two sections -- theoretical and practical. In the theoretical part, readers are acquainted with consumer's behavior, influential aspects of their purchases, purchasing decision process and with a formation of marketing research. The practical part is established on a survey, whose results can help improve a marketing communication of the company GIGACOMPUTER s.r.o.
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Behaviour of consumers within the South Bohemian food market
MURTINGEROVÁ, Jana
This thesis analyses behaviour of consumers within the South Bohemian food market. First part theoretically describes basic concepts concerning this topic. Next part consists of research regarding South Bohemian merchant chains, primarily focussed on the number of them. Following section consists of a questionnaire. The aim of the research is to define consumers' behaviour in the food market. All data gathered and recommendations for change are summarized at the end in discussion and summary.
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Buying behavior and the attitudes of customers of a retail unit
MAREŠOVÁ, Petra
The main objective of this diploma thesis was to analyze the buying behaviour and attitudes of customers and then propose concrete measures for improvement. The first part of the work contains theoretical information. There are characterized basic terms such as consumer and buying behavior, purchase decision process, factors affecting the purchase decisions of consumers, individual types of buyers, marketing research, marketing research process and marketing research techniques. Second part is the practical part and contains information about next companies - FLOP JIH spol. s r.o., FLOSMAN a. s., and also about the retail unit Flop Diskont Mladá Vožice. This part also contains analysis of buing behaviour and attitudes of customers of this chosen unit. The analysis was made through a questionnaire survey.At the end of the work there are suggested any recommendations in several areas in which the retail unit has some potential to improve.
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Purchase decision-making process of consumers in the market of summer vacation
Soroková, Lenka ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
The aim of this thesis is to analyse the consumer's purchase decision-making process at the market of the summer vacations and capture current trends of buying summer vacation in the Czech market. The first two chapters are devoted to basic definitions and approaches, serving to understanding consumer behaviour, description of the marketing mix of tourism and the factors affecting the buying decision of the individual. Next part of the thesis examines different phases of the purchase decision-making process by using secondary data. The fourth chapter briefly describes the tourism market in the Czech Republic, its entities and services overview of tourism. The final part is devoted to the analysis of a questionnaire survey carried out by me and the acquired results. My own research is supported by data from Market -- Media -- Lifestyle (MML). The end of the work is composed of the result summary and conclusion of the investigation and it shows clear process of buying summer vacation on the basis of available data.
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Searching for the Competitive Advantages of the company X and the key factors
Cao Bao, Trang ; Zamazalová, Marcela (advisor) ; Procházková, Markéta (referee)
This thesis deals with finding competitive advantages of the company X and the key factors for improvement. The aim of this work is to find through the research the competitive advantages of the chain company X, which provides fast food on the Czech market, it's deficiencies and key factors, that can help the Company to improve in the future time. The theoretical part consists of five chapters, beginning with a chapter on marketing services, the following chapters deal with the purchase decision-making process in the service market and market category and competitive advantage. Methodology chapter closes then all the theoretical part. The practical part includes chapters examining the importance of a fast food restaurant in the world and the current market trend in the Czech Republic. Other parts deal with the characteristic of market and market category, analysis of competition, characteristic of the company X. The most important chapters in this section are the practical results of the survey, suggestions and recommendations to the company.
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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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