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The Proposal of Customer Satisfaction Improvement of Sportclub Restaurant
Hojačová, Blanka ; Rivola, Petr (referee) ; Šimberová, Iveta (advisor)
The dissertation deals with the realization and subsequent evaluation of the analysis of the satisfaction of customers of the restaurant Sportclub on the basis of a questionnaire. It contains the analysis of the outcomes, leading to the detection of strong and weak points of the restaurant Sportclub from the point of view of the customer. One part also deals with suggestions and recommendations that will help to increase the customers´satisfaction and so they will contribute to a better competitor´s fight and to the stabilization of the position of the restaurant in the market.
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Customers satisfaction research
Rodan, Zdeněk ; Trégerová, Jaroslava (referee) ; Němeček, Petr (advisor)
The diploma thesis is focused on customers satisfaction research with provided services. The goal is to find out, evaluate and determine of such steps, which will bring increasing of satisfaction in future. The theoretical part focuses on the explanation of concepts, problems in marketing research and marketing of services. The second part includes questionnaires and data evaluation procedures.
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Consumer behaviour in retail chains in the Czech Republic.
Plecháčková, Barbora ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis is aimed at consumer behaviour in the largest retail chains in the Czech Republic. It is the main aim of the thesis to evaluate customers' opinions and the dependence of purchases based on the opinions. Besides that, the thesis focuses on corporate social responsibility of these retail chains and how they are perceived by the customers. In the first chapter, market research and consumer behaviour are described and explained. The retail chains and the atmosphere of the retail market in the Czech Republic are described in the second chapter. The last chapter deals with the research itself, and the customers' opinions on the issues mentioned above are evaluated.
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Analysis of breakfast cereals market in Czech retail
Klofát, Vít ; Vávra, Oldřich (advisor) ; Müllerová, Lucie (referee)
The main goal of this diploma thesis is to make a complex analysis of breakfast cereals market in the Czech Republic in retail. The goal is accomplished by using combination of retail audit data and primary data from own research in retail. Theoretical part provides information about retail market and helps with understanding of its significant area and research methods. Research part starts with evaluation of the situation on the Czech retail market. Then the analysis is focused on breakfast cereals market where it starts on the macro level with analysing main specifics of the market such as its evolution in last years, its seasonality, evaluating the main segments, competitors and private labels. Then the analysis is aimed at the most important attributes of the market.
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Specifications of marketing research conducted with underage respondents
Čepek, Michal ; Průša, Přemysl (advisor) ; Kolafa, Jan (referee)
This diploma thesis deals with the ethics of marketing research conducted with underage respondents. Child security is a very hot topic these days; therefore the field of market research should use only methods tolerated by parents. Global as well as local market research associations regularly publish codes of conduct and guidelines dealing with the ethics in market research. However, they define only basic rules and regulations and do not reflect the specificity of each method and technique. The goal of this diploma thesis is to identify methods used in market research that are not perceived as ethical by parents. Results should motivate research agencies to eliminate using such methods or at least modify them to decrease the level of controversy among general public. In order to identify unethically perceived market research methods, the author of the thesis conducted a quantitative research among the needed target group: parents of school kids. The survey found 5 methods that are considered ethical and thus do not pose any significant threat to the industry of market research: taste test, observation, product test, eye-tracking and communication test. Two methods were labeled as unethical by the respondents: field experiment and online discussion groups. Those methods can be used without any major changes provided that agencies communicate openly with parents all details regarding the research. They have to make sure that parents understand the methodology and are sure to let their children participate in such a project. Finally, three methods were recognized as highly unethical or even illegal: neuromarketing, netnography and geolocation (geomarketing). These methods carry a high probability of damaging the positive image of market research industry among general public. Less than one quarter of respondents consider these methods as suitable for use with kids and at the same time more than 25 % of parents think that those methods are illegal. In case of neuromarketing, it is recommended to firstly explain the used methodology in detail and, if possible, demonstrate its 100 % safety in presence of a doctor. Netnography was evaluated as highly unethical. On the other hand, it is a type of observation; therefore, its use in reality is unlikely to be registered by public. As a result, there does not have to be any severe steps taken to regulate this method. Geolocation scored as the most unethical market research method in the survey. This method is therefore not recommended for use as it carries an enormous risk of damaging the whole market research industry.
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Comparison of Consumer Behaviour in the Czech Republic and Germany
Murcková, Lucia ; Postler, Milan (advisor) ; Brom, Jaroslav (referee)
The main purpose of this master thesis is to provide a comparison of consumer behaviour in given countries. In theoretical part, the definition of consumer behaviour is provided, followed by its key determinants along with characteristics of cultural background. Crucial focus though lies in the actual research, where I explore individual features of consumers in respective countries, all on the basis of an extensive online questionnaire. Subsequently, I evaluate the results of research and I try to interpret them mainly in cultural context.
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Market analysis for hotel IT services
Zoubková, Eva ; Tahal, Radek (advisor) ; Stříteský, Václav (referee)
The author applies marketing research methods, in order to work out a recommendation for sales growth on the background of an IT services company looking for expansion in the hotel sector in the Czech Republic. Through the application of qualitative and quantitative research methods it is established that the anonymized company needs to focus on the segment of three to five star hotels in Prague that do not have their HQ outside of the Czech Republic. Furthermore, a clear product focus on cost saving utilisation of product like virtualization and office automatization is advised, whilst expanding the portfolio on basic hotel needs like camera and entertainment systems. Finally, the analysis recommends to establish professional behaviour and appearance guidelines for in the field service technicians.
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Retail audit analysis of confectionery market in Czech Republic
Konečná, Eva ; Vávra, Oldřich (advisor) ; Navrkalová, Jana (referee)
The main goal of my master thesis is to conduct a complex analysis of the confectionery market in Czech Republic, as one of the most profitable and dynamic category. The methodology that is used to analyse the market is the retail audit analysis, that provides an independent insight into the problem and helps to analyse the market from various perspectives. The first part is focused on the total confectionery market with the goal to introduce the market with its specifics, then the analysis goes deeper into the chocolate confectionery market and is extended by consumer research, that provides a useful consumer insight. As a result, the thesis emphasizes the importance of retail audit data, while at the same time gaps of the analysis are shown by using the consumer research as a secondary methodology.
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The Market Research of The Written Communication Courses
Čeladníková, Tereza ; Vávra, Oldřich (advisor) ; Zamazalová, Marcela (referee)
The principal theme of this work is the courses of written communication. The theoretical part mainly focuses on the business plan and the market research. The practical part describes the evolution of internet communication and continues with a business plan which comprises the concept of courses of written communication. Based on the market research, the goal of the work is to find out whether the chosen focus group would be interested in this kind of courses. The market research consists of the secondary and primary research. The primary quantitative research served as a tool to update the secondary data. As a qualitative research the author used the individual in-depth interviews. The work concludes by evaluating the results of the market research and serves as a recommendation for managers of educational institutions.
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Special features of communication strategy of small Russian enterprises in Czech Republic by thr example of UNO DUE beauty salon.
Chigovanina, Valeriya ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of this thesis is on the basis of theoretical knowledge and empirical data to analyze previous communication activities and to suggest recommendations on communication strategy for small enterprise -- UNO DUE beauty salon, which is operating in Prague. We also put attention on the special features of used communication tools and channels determinated by nationality of owners, employees and clients. The thesis is divided in 2 parts: teoretical and practical. First part is going to explain such basic terms as marketing, marketing and communication mix, services, marketing and communication strategy. Second part is about small enterprise UNO DUE beauty salon and recommedations on its communication strategy on the basis of situation analysis, evaluation of previous communication activities and own research.
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