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Interior design of stores and its impact on consumer behavior and psychology
Tomíček, Milan ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This bachelor thesis named "Store Interiors and their Influence on Customers" deals with the influence of in-store marketing, consumer behaviour, interior design and world events on brick-and-mortar retail. The first part defines in-store marketing communication and introduces the basic concepts, tools and functions of in-store marketing. Next, the paper examines retail decline and consumer behavior. The last theoretical section discusses shopping atmosphere and shopping environment, which plays a major role in the POP marketing discipline. The practical part is devoted to quantitative research, which tries to find out which elements of interior design influence customers the most, what is their attitude towards brick-and-mortar stores after the pandemic and how big a role is played by sensory communication. In the last section, a SWOT analysis summarizes the strengths and weaknesses of brick-and-mortar stores combined with the opportunities and threats that the stores face. The aim of the paper is to gain new insights regarding in-store marketing, interior design and consumer behaviour.
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Self - greenwashing among young people aged 18 do 35
Křivánková, Simona ; Rosenfeldová, Jana (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this paper is to describe the consumer behaviour of young people in the Czech Republic in relation to sustainability. The thesis operates with the concept of self- greenwashing, which defines categories of young people's behavioural deviation from environmental values. The theoretical section describes greenwashing, on which the concept is based, then discusses the findings to date in relation to sustainability and concludes with a conceptualisation of the concept of self-greenwashing. The research section first describes the data collection method using focus groups and the data processing method using open and axial coding. Three focus groups were conducted with a total of 15 respondents ranging in age from 18 to 35 years. The results of the research confirmed the prevalence of self-greenwashing among young people and divided them into three groups according to their declared interest in environmental protection and real actions and influences on their behavior.
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Survey of purchasing behaviour and preferences of Czech ice hockey goalies on the ice hockey goalie equipment market
Habart, Jan ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Survey of purchasing behaviour and preferences of Czech ice hockey goalies on the ice hockey goalie equipment market Objectives: The main objective of this work is to identify and describe the buying behaviour and preferences of Czech pure amateur hockey goalies on the hockey goalie gloves market. Other objectives were: to identify the factors that are crucial in the purchase of goalie gloves and that influence goalies the most, to find out the usual places of purchase of goalie gloves, the most used brands of goalie gloves among "hobby" goalies and the loyalty of these goalies to the brand of goalie gloves. The final objective is to identify the price sensitivity of "hobby" goalkeepers in their purchases. Methods: In our thesis, we used a combination of quantitative and qualitative research methods. The quantitative method represented by a questionnaire survey was used to obtain a large amount of data (195 responses received in total), which was then compared with the responses of three interviews representing the qualitative method. The interviews were used to obtain more developed and accurate answers on the subject matter. Results: The results of the questionnaires and interviews showed that hockey "hobby" goalies are most concerned about the functionality of the goalie gloves, and they...
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Packaging Design as a Marketing Tool and Desire to Purchase
Svetlíková, Ema ; Schüller, David (referee) ; Chlebovský, Vít (advisor)
Bakalárska práca je zameraná na obalový dizajn vybranej spoločnosti. Obaly sú silným marketingovým nástrojom, keďže väčšina dnešných spotrebiteľov podlieha impulzívnemu nákupu. Teoretická časť bakalárskej práce začína vysvetlením pojmov z marketingu a značky spolu so správaním zákazníkov s prepojením do obalového dizajnu vo všetkých spomínaných oblastiach. V analytickej časti práce bude vykonaný kvalitatívny a konkurenčný výskum s cieľom pochopiť nákupné správanie a vytvoriť inovatívne návrhy obalového dizajnu v návrhovej časti práce.
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Vplyv retro marketingu na spotrebiteľské správanie a jeho využitie na trhu potravín v Českej republike
Balážová, Soňa
The diploma thesis deals with consumer behavior in the food market of retro products. The aim of the thesis is to propose marketing recommendations for the food market in the Czech Republic with regard to the use of retro marketing. In order to fulfil the objective, it was necessary to identify the factors influencing consumer behaviour. The data for the primary research were obtained by means of qualitative and quantitative research. Qualitative research was conducted via in-depth inter-views (n = 20) and quantitative research by questionnaire survey (n = 357). The results show that most Czech consumers are not familiar with the concept of retro marketing. Only half of them buy retro products. The feelings they experience with retro products are positive and are dominated by nostalgia and joy. The purchase of retro products is mostly influenced by the brand of the product, the consumer's me-mories and the quality. Consumers are also positive when a company refers to its history. They are also attracted by a re-clamation directed to the past, which makes them reminisce about the old days. The thesis concludes by proposing recommen-dations for businesses that leadto an increase in interest in retro products, contri-bute in increasing customer loyalty towards the companies, resulting in an increase in the business entities' sales.
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Spotřebitelské chování žen na trhu s dekorativní kosmetikou v ČR
Kalinová, Petra
Kalinová, P. Consumer behaviour of women on the market of colour cosmetics in the Czech Republic. Diploma thesis. Brno: Mendel University, 2020. This diploma thesis is focused on consumer behaviour of women on the market of colour cosmetics in the Czech Republic. The thesis explores the current situation, development and trends on the market. It deals with factors affecting consumers during shopping for colour cosmetics products. There are used techniques as a questionnaire survey and cluster analysis. The result of the thesis is market segmentation and formulation of marketing recommendations.
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Návrh on-line komunikace internetového obchodu s vínem
Semelová, Klaudie
Semelová, K. Proposal of on-line communication strategy for wine e-shop. Bachelor thesis. Brno: Mendel University, 2021. The bachelor's thesis deals with the proposal of marketing communication on the Internet for the e-shop tvojevino.cz. The thesis includes an analysis of the consumption and import of wine to the Czech Republic. The work analyzes the internal and external environment of trade. The knowledge obtained from the questionnaire survey was used to design a communication strategy. The questionnaire survey focused on consumer and shopping behavior among respondents from the Czech Republic. The resulting strategy contains recommendations that can be used to promote e-shop on the internet and increase business profits. The final part of the thesis deals with the possible effects of anti-pandemic precaution on trade sales.
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Chování spotřebitele na trhu s knihami
Očenášková, Martina
The diploma thesis deals with the behaviour of adolescent consumers on the book market, more precisely on the book market with a literary fiction. The aim of the diploma thesis is primarily to examine the influencing factors, which affect these consumers and, based on them, to suggest recommendations for entities operating on this market. The literature research introduces the theoretical basis of consumer behaviour, the factors that affect them, the purchasing decision-making process or the marketing communication mix. It is also possible to find a closer look at the adolescent consumer in the digital age in this part. Furthermore, an overview of the Czech book market and the current situation on this market is given. The analysis of both secondary and primary data obtained by a question-naire survey is performed in our own work. On the basis of our findings, market-ing recommendations are suggested for entities, who operate on the book market.
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Choosing telecommunication service providers by expats living in the Czech Republic
Gerashchenko, Volodymyr
The Bachelor thesis deals with the consumer behaviour of generation y expats, living in the Czech Republic and their attitude towards the telecommunication service providers and the services which are offered. The thesis is divided into two main parts. The first part of the thesis is the literature review consisting of topics covering consumer behaviour, marketing mix, and telecommunication technologies. The second part is the practical part which consists of the research and analysis of the biggest telecommunication companies in the Czech Republic following by a deep analysis and price comparisons of the participants who conducted the survey. The last part will include the conclusion and the marketing recommendation for the telecommunication companies here in the Czech Republic and their marketing strategy towards generation y expats.
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Fast fashion v podmínkách trvale udržitelného rozvoje
Ježková, Markéta
Ježková, M. Fast fashion in conditions of sustainable development. Diploma thesis. Brno: Mendel University, 2020. Diploma thesis focuses on companies which do business in fast fashion while they focus on sustainable development. The theoretical part of thesis describes fast fashion, sustainable development and corporate social responsibility. The analytical part includes analyse of current situation of fast fashion and quantita-tive research. Recommendations for marketing communication strategy for fast fashion companies are determined at the end of the thesis.
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