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Specifics of Consumer Behavior on Cultural Heritage Market
Johnová, Radka ; Koudelka, Jan (advisor) ; Zamykalová, Miroslava (referee) ; Beck, Jiří (referee)
Doctoral thesis Specifics of Consumer Behavior on Cultural Heritage Market is a market research based analysis of visitors of museums and galleries. The main goal of the work is to describe and segment the audiences, find out stimuli influencing visitor behavior, visitor motivation and lifestyle in order to suggest new marketing strategies attracting either new visitors or to turn occasional visitors into clients. The first part uses the theoretical microeconomic approach for analyzing the demand for cultural heritage; the price policy and price strategies of museums and galleries, and results in socially justified price of merit goods. The second part compares the Czech "consumer" of cultural heritage with an average consumer behavior in the same markets within the European Union and the U.S.A. The main part of the thesis consists of the research project based on quantitative descriptive research among museum and gallery visitors. The sample size is 543 respondents. Respondents were interviewed from September 2008 to March 2009 (personal intercept interview) in 25 organizations (from large and important institutions to small and regional organizations). The research project uses the nonprobability (convenience) sample of those who came to a museum, gallery or exhibition. The thesis results in the recommendation of marketing strategies for museums and galleries.
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Analysis of Consumer Behaviour in the Segment of Private Labels
KŘÍŽOVÁ, Edita
This thesis deals with the topic "Analysis of consumer behavior in the segment of private labels". Its main aim was to make an analysis of the Czech market with goods called "private label". Introductory part of the thesis contains a survey of theoretical knowledge from the sphere of marks, private labels, market research and consumer{\crq}s behavior. The second part deals with detailed description and analysis of the private labels{\crq} offer, an on-line research of consumers detecting consumer´s behaviour. In the final part of this thesis there are proposed certain steps pointing at the optimal and best solution for winning and afterwards keeping their consumer.
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SPACE MANAGEMENT OF SELECTBUSINESS COMPANY
RENNEROVÁ, Monika
For analyzing of chosen bussines firm{\crq}s space managment, which is hypermarket Globus, ČR, k. s., České Budějovice I used mainly marketing research work for my project, I carried out by questionary investigation. From the results informants stated in the list of questions is obvious, that shopping in hypermarket Globus is prefered more than shopping with different firm. The reasons are Globus hypermarket has a large selection of grocery and ungrocery merchandies, well-arranged products in shelves, an in built resturant {--} great for lunch, place where you can relax and a lot of parking space. Hereafter I found out, that shelf system in Globus hypermarket is mostly suitable. Customers who don`t agree with allocation by space managment of Globus, aren`t satisfied with location of food and drinks, which are on the opposite sides of the hypermarket. In my opininon, I think, changing the location wouldn`t be reasonable solution. Since beverages have their own archival store and loading platform relocating food next to supplies would cause relocating the archival store as well. In addition the hypermarket would lose part of it{\crq}s profit. Customers walk from one side of the shop to the other side and wouldn`t even realize. This will increase the chances of customers buying something in other departments, where they didn`t mean to go.
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Analysis of the Acquisition Marteting Strategy of mBank
Zejda, Vladimír ; Jablonský, Petr (advisor)
This paper examines the consumer decision process at the financial market. Combining the findings from the fields of marketing, finance, psychology, economy, sociology and consumer behaviour I present a complex model of the financial services' consumer decision process. In the second part of the paper I use the model on the case of the entry of a new bank into a Czech retail banking market -- mBank (2007). Using the model I then explain the growth in the bank's client base.
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Consumer Identity
Young, Melissa Marie ; Halík, Jaroslav (advisor) ; Král, Petr (referee)
The purpose of this thesis is to prove that despite consumers' impression that they are alone in deciding their consumption decision they are wrong. Consumers are manipulated on various levels by marketers. It is the marketer who decides what consumer identities should be created. Consumers are persuaded by marketers on different levels beginning with consumers' needs. Marketers begin by appealing to consumer drives, motivations and emotions to persuade their consumers to purchase their brand. On a more in-depth level marketers manipulate consumers by using a variety of human behaviour learning strategies to sway consumers' purchasing decisions. In addition, marketers use various environmental and social-environmental influences to control their consumers. Lastly, a practical example illustrating the multinational corporation Nike is used, to prove that marketers are aware of these different methods and use them to manipulate consumers. In the end of this paper it is very obvious that consumers are easily persuade by marketers. A consumer is only the puppet while the marketer is the puppet string master.
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Typology of the World Class members
Porkertová, Adela ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The objective of the bachelor work is to point out the basic typology of the World Class members within its fitness club located in Venceslas Square and thanks to the obtained results try to come up with possible recommendation for the future marketing strategy. First part is dedicated to the theory and expressions such as marketing, market research, market segmentation, buyer behaviour and questioning. Second part gives a closer look to the fitness,to the company World Class and at last to the specific fitness club in Prague. Chapters explain whole procedure of the market research, the gain of the data and finally the data analysis with its practical explanation.
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Customer`s Typology in the Health and Fitness Club Holmes Place Nový Smíchov Company
Rakoušová, Sandra ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
Cílem bakalářské práce je stanovit typologii zákazníka společnosti Fitness a Health Club Holmes Place Nový Smíchov a na základě kvantitativního marketingového výzkumu potvrdit nebo vyvrátit některé obecně tradované domněnky, které se oboru fitness center týkají. První část práce se zaměřuje na teoretické vysvětlení marketingového výzkumu, kvantitativního výzkumu, metody dotazování a chování spotřebitele. V druhé části práce se nachází přiblížení oboru fitness, dále prezentace společnosti Holmes Place, konkrétně hlavně klubu na Novém Smíchově. V následujících kapitolách je popsán průběh samotného výzkumu a v závěrečné kapitole potom analýza získaných dat a prezentace výsledků výzkumu.
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Typologies of Palladium Customers
Švejd, Michal ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
Stěžejní částí diplomové práce je vlastní marketingové šetření, které proběhlo v nákupním centru Palladium za asistence společnosti Property Value Solutions, s.r.o., která na výzkum dohlížela a má velký zájem na vyhodnocení výsledků, které budou prezentovány managementu Palladia.
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PET Bottles in the Czech Republic
Matějovská, Jana ; Čamrová, Lenka (advisor) ; Šmíd, Jan (referee)
Práce se zabývá systémem záloh na PET lahve, o jehož zavedení v současnosti Ministerstvo životního prostředí uvažuje. Cílem práce je zjistit, zda je nutné tento systém zavádět, jaký vliv bude mít na chování spotřebitele a kdo stojí za tím, aby byly zálohy zavedeny a kdo naopak proti. Nejprve je popsána legislativa českého odpadového hospodářství, fungování systému nyní a ekonomické teorie týkající se chování spotřebitele. Dále se práce zabývá výhodami a nevýhodami systému záloh, popisuje faktory ovlivňující chování spotřebitele, zpracovává výsledky dotazníkového šetření a uvádí, které subjekty se vyslovily pro nebo proti systému a z jakých důvodů. Závěrem je rozhodnutí o tom, zda je systém pro ČR spíše výhodný nebo nevýhodný.
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