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Káva v sociálních a etických souvislostech
MORÁVKOVÁ, Petra
In my bachelor thesis, I focus on the phenomenon of coffee from a social and ethical point of view. The first part of the work focuses on the origin, history, and worldwide expansion of coffee. Furthermore, I deal with the current coffee production, its distribution, and the final consumer. The findings from the first part of the work are related to new problems and issues that arose in connection with coffee production and its trade at the end of the 20th and the beginning of the 21st century. The work deals with the social and ethical aspects of coffee production and distribution from the producers (conditions of workers on coffee plantations) and consumers (their preferences and what influences them) point of view. The second part of the work includes research focusing on consumer preferences for Czech consumers aged 20 to 35. There is also an examination of awareness of Fairtrade and BIO certification among the respondents.
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Consumers'awareness of the Fair Trade
ROŽNOVJÁKOVÁ, Barbora
The aim of this bachelor thesis was to explore the level of awareness of the Fairtrade certification among Czech consumers. Theoretical basis that relates to the issue was further applied to the practical and analytical part. The practical part was based on a quantitative analysis represented by an electronic questionnaire. The respondents of the questionnaire were the final consumers in the Czech Republic and its aim was to investigate the awareness of Fairtrade certification and their perception of its standards. It further explores their knowledge of the products and support of Fairtrade principles. The results of the research will help to make necessary changes to Fairtrade business activities in order to expand and promote Fairtrade in the Czech Republic.
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Czech consumer sentiment towards organic labels
PROKEŠOVÁ, Kristýna
Sustainability of natural resources and environment is a huge problem worldwide. Many people focus on environmentally friendly behaviour also in the Czech Republic. Many green products are produced in the country. There is system of ecolabelling, which identifies environment-friendly products and services. The main aim of this bachelor thesis is to find out how consumers perceive ecolabels and environment-friendly products. The other objective is to find out how consumers buy and whether sustainable consumption is important for them. In this thesis is used marketing research including questionnaire for achieving this goal. The process of marketing research involves gathering information about buyers, target audience and consumers. Learning about consumer behaviour allows answering many questions or formulate appropriate recommendations or strategies. This thesis will result in suggestions related to ecolabelling.
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Consumer behavior of generation Y in the banking market
PETRENKO, Viktoriia
This diploma thesis deals with the Generation Y consumer behavior in the banking industry. The aim of this thesis is to find out the key factors influencing consumer decision-making during selection banks by analyzing their decision-making process and prepare recommendations for banks operating in the Czech Republic. The theoretical part of this thesis focuses on consumer behavior, factors influencing this behavior, broader generational classification and more detailed characteristics of Generation Y. The practical part contains the evaluation results of the quantitative research and recommendations for banks operating in the Czech Republic. The proposals relate to reducing bank charges, improving interpersonal communication and investing in artificial intelligence.
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Consumption of energy drinks by pupils at a selected lower secondary school
Kunešová, Klára ; Thorovská, Alena (advisor) ; Zvírotský, Michal (referee)
Consumption of energy drinks by pupils at a selected lower secondary school ABSTRACT The presented bachelor's thesis deals with the issue of energy drinks consumption by pupils at a selected lower secondary school. The concept energy drink is described in the introduction to the theoretical part of the thesis. Furthemore, the theoretical part of the thesis is dedicated to the description of the most common components in energy drinks. Subsequently, the thesis focuses mainly on the amount of sweeteners in selected energy drinks on the Czech market. In the practical part of the thesis there is a questionnaire survey investigated among pupils at the lower secondary school in Český Brod, where their general awareness of energy drinks is ascertained. KEYWORDS Energy drinks, vitamins, taurine, caffeine, sweeteners, questionnaire survey, lower secondary school, consumer behaviour
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The impact of brand communication activities on consumer behaviour and perception during the COVID-19 pandemic
Janouch, Filip ; Hejlová, Denisa (advisor) ; Konrádová, Marcela (referee)
Based on the knowledge of moral foundations theory, this thesis examines the influence of brands' communication activities on consumer behavior and perceptions. The theoretical part focuses on moral foundations theory, its origins, and the selection of moral foundations (modules), which are then examined in the practical part. The practical part consists of an introduction to the methodology and the aim of the research and the implementation of the research in the form of eight in-depth interviews with representatives of Czech advertising and communication agencies. The findings from the research are further collected, summarized, interpreted, and evaluated. The results thus obtained are subsequently discussed. The conducted research allows to answer the main research question, as well as to confirm or refute the hypotheses with which the author entered the research part of his work.
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Proposal of Marketing Mix of the Selected Company for the Poland Market
Skřivánková, Martina ; Mráček, Pavel (referee) ; Milichovský, František (advisor)
This Master Thesis is concentrates on the problematics of marketing mix of a company entering a foreign market and is divided into three main parts. For reaching the purpose, the theoretical first part is concentrates on research in literature, which defines the theoretical base for the following parts. In the second part, an analysis of the chosen company is made for reaching deep knowledge of the current state of the company as well as of the micro and macroenvironment of the polish market. This part also contains a quantitative questionnaire-based market research. The last part of this Thesis focuses on proposals of marketing mix usable for successful expansion to a foreign market. This expansion should reach out to new customers and establish the company at the market entering.
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Awareness of greenwashing and green consumption among the young generation
Šoupalová, Sára ; Miessler, Jan (advisor) ; Vochocová, Lenka (referee)
The topic of ecology has resonated more and more in society in recent years, and the concept of sustainability in many forms is an integral part of this. Companies set out to fight for a green future with their product offerings and marketing strategies. But greenwashing practices can often be part of this company communication and the product or a brand could look more ecological than it is and the truth about the impact on the environment often remains hidden. Although the practices are considered misleading advertising, which is regulated by the state, in practice we may still find about half of the products that do not provide sufficient information to assess the accuracy of the claim. The aim of this work is to reflect on the issue of greenwashing and map the awareness of this phenomenon in Czech society with a closer focus on the young generation because it was the young generation that has been the focus of attention in connection with the Fridays For Future movement in recent years. The work is divided into theoretical, methodological, and research parts. In the research part is using quantitative research, the hypothesis is examined according to which the young generation is more ecological, and thus their awareness of greenwashing is greater. Research has shown that awareness of...
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Proposal of Marketing Mix of the Selected Company to the Switzerland Market
Zemánek, Petr ; Mráček, Pavel (referee) ; Milichovský, František (advisor)
This diploma thesis deals with the issue of marketing mix of a company entering a foreign market. The work is divided into three main parts. The first part of this work defines the theoretical basis related to the researched issues. The second part of the work is devoted to the analysis of the current state of the selected company and the foreign market using selected analyzes. In this part, the evaluation of the questionnaire survey is also performed. The last, third part of the diploma thesis is devoted to the creation of specific proposals for the marketing mix, through which it is possible to introduce the company to a foreign market in order to address and gain new customers and bring the company to mind.
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