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Heuristiky v rozhodování spotřebitelů na trhu udržitelných potravin
Kučerová, Anna
Sustainability and sustainable food are an increasingly discussed topic in society. Their importance is increasing due to the protection of the environment, which is being destroyed by the food industry. The diploma thesis was created with the aim of creating a proper marketing communication strategy to promote sustainable food in the Czech Republic. The objective was achieved through the analysis of a questionnaire survey in which 750 respondents (n=750) participated. Based on their responses, marketing recommendations for increasing sales of sustainable food were developed, supported by behavioural theories of consum-er behaviour.
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Optimalizace prodejní strategie pobočky Sklizeno
Selucká, Michaela
Selucká, M. Optimizing strategy of the Sklizeno branch. Bachelor thesis. Brno: Mendel University, 2018. This bachelor thesis is focused on the sales strategy analysis of the Sklizeno branch network. The subject of this thesis is to propose recommendation to the pursued subsidiary, so that the needs of their regular customers are better satis-fied and new customers can be won. There is need to explore not only the sales strategy of the branch itself but also to analyse the suppliers and potential compe-tition to achieve the given target.
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Segmentation of the organic food market
Doležalová, Barbora ; Koudelka, Jan (advisor) ; Ježková, Renata (referee)
The goal of this masters thesis is focused on segmentation of the organic food market in the Czech Republic based on analysis of similarities or differences among consumers in Czech organic food market and also find out who is a typical organic food consumer. The thesis is divided into three parts, the theoretical, the methodological and the practical part. Process of the market segmentation, methods and approaches of the segmentation, the basic concepts and legislation on the matter are described in the theoretical part. Furthermore, mapping the situation of the contemporary state of the Czech organic food market. Marketing research is introduced in methodological part of the thesis. The practical part includes market segmentation by using secondary data MML - TGI (with Data Analyzer software) and primary data from quantitative research (with SPSS software). Variables were reduced to the four factors by using factor analysis. Then consumers were put into five clusters based on cluster analysis. Segments were characterized in detail using a general analysis, contingency tables, MCART analysis and multivariate statistical methods. Finally, there were elaborated appropriate marketing recommendations for the individual segments to effective marketing communication with them.
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The issue of organic agriculture and its application on consumer food market
KUBÍK, Jiří
This bachelor thesis describes a diferent methods of food production, summarizes the development of the organic agriculture and some of its trends and directions. It compares these options due due to their effects on human health. The practical part consists of the questionnaire, its analysis and assessment. The function of the questionnaire was the survey of vegetarians' consumer behavior and their attitude towards the products of the organic agriculture.
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Chování spotřebitele na trhu s regionálními a bio potravinami
Fiala, Jan
Costumer behaviour on the market with eco and local food. Mendel University in Brno, 2016. This thesis deals with costumer behaviour on the market with eco and local food with emphasis on their original labelling. Practical part was implemented by qualitative research methods, eye-tracking and in-depth interviews. Description of costumer behaviour on the market with eco and local food regarding original labelling come from the results of thesis. Results also include the recommendations for practical application in the field of leblling of unconventional food.
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Marketing activities of the chosen company
Fatinová, Nicole ; Procházková, Markéta (advisor) ; Jaššová, Monika (referee)
The aim of this thesis is to describe basic terms and the effectiveness of marketing of products from organic farming. The theoretical part includes the specification of green marketing and its comparison with conventional marketing. It specifies green marketing mix, market segmentation, environmental labels and characterizes the Czech organic market. The practical part contains an analysis of the external environment and evaluation of marketing activities of the selected company. Market analysis is done with a help of questionnaire survey, which purpose is to map the attitude of customers towards organic products. The final part consists of recommendations to improve the marketing activities of the company and concrete campaign proposals to support regular and new customers.
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