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Nástroje telemarketingu služieb a ich vplyv na rozhodovanie spotrebiteľa
Bendíková, Monika
Bendíková, M. Telemarketing tools of services and their impact on consumer´s behavior. Bachelor thesis. Brno: Mendel university, 2016. The bachelor thesis is focused on the telemarketing tools of services, like the inbound so the outbound telemarketing tools. Further on the impact of tools on consumer´s behavior during the shopping through the phone or while calling the customer service. It is also dealing with differences in perception of telemarketing which depend on the consumer´s characteristics. The data for the thesis was acquired through the internet enquiry. The results were statistically analyzed.
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Olfactory marketing - the usage of natural and artificially spread aroma in retail stores selling natural cosmetics
Plachá, Linda ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The bachelor thesis "Olfactory marketing - The usage of natural and artificially propagated aroma in retail stores of natural cosmetic products" deals with the usage of olfactory marketing in the field of business and its influence on the customer. Thesis will be divided into two parts - theoretical and practical. The first chapter in the theoretical part, which deals with the brief characteristics and analysis of the current situation of in-store marketing, is an introduction to the theme of the whole work. The second chapter deals with the physiology of smell and emotional memory, which enables in-store marketing to use olfactus as a tool for effective sales promotion. History, principles and olfactory marketing in general are discussed in the last chapter of the theoretical part of this bachelor thesis. In this chapter, the text author deals in with the differences between artificially propagated and naturally fading smells at the point of sale. Olfactory marketing is belong to neuromarketing. Sensory marketing use human senses - taste, smell, sight and hearing. The practical part of the bachelor thesis is divided into four chapters. Each part deals with one of the examined brands and their shops. Chapters contain a brief description of selected brands - history, principles and ideas of the...
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The influence of objective factors in decision making and consumer behavior
Šprachtová, Pavlína ; Rymeš, Milan (advisor) ; Kirovová, Iva (referee)
Univerzita Karlova v Praze Filozofická fakulta Katedra psychologie Diplomová práce Bc. Pavlína Šprachtová Vliv objektivních faktorů na rozhodování a nákupní chování spotřebitelů The influence of objective factors in decision making and consumer behavior V Praze 31. 11. 2015 Vedoucí práce: Doc. PhDr. Milan Rymeš, CSc. Abstract Based on professional literature research will be compile, description and definition of objective factors (e.g. demographics, social groups, culture etc.), which influenced consumers decision making and buying. Separate chapter will be focused on impact of social groups, too. Available research with topic of motivation and other aspects influencing consumer's behavior will be analyzed and compared. The empirical part will be targeted on objective factors which affect consumers decision making in situation of buying a car. Special space will be devoted impact of social groups. The aim of that diploma thesis is to find out significance and impact of objective factors in consumer decision making and description and definition of social norm, which affect product or service given current lifestyle. Keywords consumer behavior, buying decision making, objective factors, advertisement
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Research on the perception of Skechers brand product design viewed by generation Y
Nováková, Michaela ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Research on the perception of Skechers brand product design viewed by generation Y Goals: The main goal of the bachelor thesis is to find how generation Y perceives the sports shoes design of Skechers brand. To determine, which design factors are the most important during the selection of a sports shoes. An integral part of the thesis is to choose the most popular types of sports shoes, in the eyes of generation Y and also to find out how they perceive stoles of those shoes and their thallus. Methods: The practical part of this thesis, the marketing research, was conducted via electronic questionnaire, which was distributed using social networks and email. The main part of the questionnaire consists of pictures of Skechers shoes, and also of general questions asking respondents about their perception of sports shoes design. Results: Results of the research will be used not only to evaluate how sports shoes design of the Skechers brand is perceived by generation Y but also ease the choice for specific Czech shoe selling companies when selecting from a new collection of products. The results in practical part are described, graphically illustrated and displayed via photographic presentation of the most preferred models. The choice of design elements was similar to the most favored choices of...
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Green behavior of retail chains (TESCO, Penny, Kaufland)
PRAŽMOVÁ, Andrea
The thesis deals with the application of green marketing, respectively Green behaviour of retail chains Tesco Stores, Penny Market and Kaufland Czech Republic in the territory of the regional city České Budějovice. The main aim is thus to determine whether these retail chains use green marketing and behaviour to what extent, based on the set of indicators and whether the customers of these chains reflect green marketing and behaviour in their purchasing decisions. The theoretical part is focused on definitions of basic and related concepts such as green marketing, green economy, customer purchasing behaviour and theoretical definitions of selected indicators of green behaviour. The practical part summarizes the information obtained from interviews with representatives of retail chains and analyse customer behaviour through a questionnaire survey. The main finding of the thesis is that although retail chains use green marketing, customer's purchasing decisions is not affected by this type of marketing. Customers prefer a price range and distance to stores from the residence or from the working place. The thesis also found that each chain has its clients, who have the same features of behaviour.
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Buying Behaviour with regards to the Local Production
FUČÍKOVÁ, Michaela
The theoretical part deals with the explanation of basic concepts including factors which influence consumer behaviour. Futhermore is here explained local production and forms of purchase of local products. Practical part contains results of questionnaires, which show views and opinions of the Czech consumers. On the basic of the results are made recommendations for Czech producers and dealers.
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Attributes of Affluence in Promotion and Education
Juráková, Elena ; Linhart, Zdeněk (advisor) ; Libor, Libor (referee)
The thesis deals with effiency of marketing communications tools used with focus on preschool children. In the thesis are described ways of brain processing of stimuli at preschool age, behavior, ways of education, and view of marketing on children. In analytical part there is tested the strength dependence of relationships between factors: parent, child, sales promotion, audiovisual advertising on television.
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Neuromarketing and its use in a selected international company
Balogová, Lenka ; Chylíková, Hana (advisor) ; Pajkošová, Erika (referee)
Neuromarketing is a relatively new discipline at the intersection of neuroscience and psychology that aims to use the knowledge about the brain and its functioning to more efficient marketing strategies. The purpose of the thesis is to familiarize with the term neuromarketing and introduce its application on a specific example, an international company, Henkel. Since the companys existence, Henkel has built a strong position in the market and its products are known to all of us.
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The Influence of Corporate Social Responsibility on Consumer Behaviour
Iľková, Zuzana ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
There has been a lot of literature written about the concept of corporate social responsibiilty (CSR). However, not enough attention is paid to the impact of this concept on consumer behavior. Based on reference literature, empirical research, and the author's own research, this thesis examines and analyzes the influence of CSR on consumer buying behavior through awareness, perception and evaluation. It is also focused on the factors that influence the incorporation of CSR into the buying criteria. This thesis attempts to answer the question, whether the CSR is taken into consideration by buying decision making, or not.
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Vnímání letákových kampaní spotřebiteli a návrhy na jejich optimalizaci
Zachrdlová, Lenka
This bachelor thesis is dealing with leaflet campaigns of subjects operating in the market with food products in Czech Republic. It analyses consumer perception of these leaflet campaigns, defines, how are they dealing with these, how the consumers are affected by these and describes their preferences from the perspective of this issue. Thesis gives to subjects single recommendations on the base of detected results from primary and secondary sources. Primary data was obtained from questionnaire research. In conclusion the segments of customers was defined, for which were leaflet campaigns suited.
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