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Proposal of a Marketing Strategy
Kamená, Denisa ; Hanušová, Iva (referee) ; Chalupský, Vladimír (advisor)
his diploma thesis deals with construction of the marketing strategy for Philip Morris ČR, a.s.. The tabacco market has experienced continuesly increasing government regulation along with increasing consumption taxation in the last years. The strategy is desinged accordingly to this fact in order to achieve higher market share of this company. Philip Morris ČR, a. s. has faced nearly 25% drop in market share since 2002. This diploma thesis formulates and provides appropriate recommendations on the base of the market analysis as well as on the analysis of the firm. All recommendations are focused on the construction of effective marketing strategy.
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Dopad udržitelné produkce potravin na chování spotřebitele
Yerengaliyeva, Guldana
This thesis examines the impact of sustainable food production on consumer behaviour. In order to achieve the aim of the thesis, an analysis of organic farming in the EU and the Czech Republic, an analysis of the organic food market in the Czech Republic and an assessment of the willingness to pay a higher price for or-ganic food were carried out. A questionnaire survey was also conducted among consumers to determine their opinion on organic products and their purchasing behaviour towards these products. As a result of the thesis, it was determined which factors influence consumers' purchasing behaviour towards organic products and which factors are barriers to the purchase of organic products. Recommendations for consumers and producers involved in the production and sale of organic food were also formulated.
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Willingness to pay for mobile internet in the Czech Republic
Doskočilová, Kateřina ; Polák, Petr (advisor) ; Luňáčková, Petra (referee)
Willingness to pay for mobile internet in the Czech Republic Abstract The main focus of this thesis is to examine consumers' willingness to pay for mobile internet in the Czech Republic. The data for the estimation were collected via a self-developed online questionnaire. Using the logit model, the factors, which significantly influences the WTP, were identified. These include: the ownership of a smartphone, perceived importance of availability of the internet connection, having a monthly mobile tariff and the way of using mobile applications. Additionally, the price, that the consumers' would be willing to pay for their ideal tariff, is examined and it is shown, that the level of education has a significant negative effect on this price.
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Ultra - processed foods and their impact on health
Hromířová, Eliška ; Dostálová, Jana (advisor) ; Doležal, Marek (referee)
This bachelor thesis deals with ultra-processed foods and their impact on health. The thesis is divided into two parts. In the first theoretical, there is summarized information about ultra- processed foods, health risk ingedients and food processing. It also describes the nutritional importance of selected ultra-processed foods, that are followed in a questionaire in the other part. The last chapter describes the most commonly associated deaseases with excesive consumption of these foods. The second, practical part is devoted to an anonymous quantitative research. Which focused on the public's awareness of ultra-processed foods and their impact on healh. A secondary goal was to get to know respondent's consumption preferences of selected ultra-processed foods that are nutritionally asessed in the theoretical part. The research joined 118 respondents. The research showed that many respondents are insufficiently aware of the risky ingredients and food processing typical for ultra processed foods such as roasting and glucose-fructose syrup. So, it would be worth considering for the Ministery of Health or other institutions to create a program to educate the public about the health risks associated with excessive consumption of ultra-processed foods. Keywords: ultra-processed foods, nutrition, risks,...
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Motivation and preferences of classical music concert attendants
Palasová, Tereza ; Šmíd, Ilja (advisor) ; Riedlbauch, Václav (referee)
The aim of this thesis is to analyse the motivation and preferences of classical music concert attendees on the basis of the authors own quantitative and qualitative research, and to formulate the results into strategic recommendations for the management of music organisations that are looking to address the problem of low or decreasing attendance. Four important Prague-based ensembles - the Czech Philharmonic, the Prague Philharmonic Orchestra, the Prague Radio Symphony Orchestra, and the FOK Prague Symphony Orchestra participated in the questionnaire survey, and a total of 1218 respondents across the four organizations served as the subject of analysis. The theme is interdisciplinary, and this works contribution to the field of music management is also summarized and connected to knowledge from other fields - marketing, dramaturgy, sociology, and particularly psychology, from which Csíkszentmihályis concept of a fully concentrated experience, called flow, is crucial. Statistical testing has confirmed the elementary premise of this work: The concert attendee who usually experiences flow during a classical music concert tends to attend concerts more often than others. The existence of a relationship between the audiences cultural capital (represented by musical education) and flow has also been confirmed. Furthermore, a relationship between genre preferences and flow has been found. In summary, a managerial strategic orientation on facilitating flow to concert attendants can significantly contribute to solving the problem of concert attendance.
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Willingness to pay for electricity-driven passenger vehicles
Horváthová, Inés ; Ščasný, Milan (advisor) ; Kukačka, Jiří (referee)
This thesis analyses stated preferences for 4 different types of passenger ve- hicles (conventional, hybrid electric, plug-in hybrid, and battery electric vehi- cles). The discrete choice experiment survey was conducted in Poland in 2014. With the use of latent class model it was possible to identify and describe dis- tinct segments in the population with varying preferences for the propulsion technologies: groups with strong and weak preferences for conventional vehi- cles, segments preferring pure hybrid and plug-in hybrid electric vehicles, and a class in favour of battery electric vehicles. Even though it was found that on average consumers would require compensation up to 22,200zł (e5,311) to switch to using an electric vehicle, respective segments in the population would be willing to pay around 10,100zł (e2,417) for this change in case of pure hy- brid, around 21,400zł (e5,128) in case of plug-in hybrid, and around 92,800zł (e22,199) in case of battery electric vehicles.
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The Economic Value of Crop Diversity in the Czech Republic
Tyack, Nicholas ; Ščasný, Milan (advisor) ; Šťastná, Lenka (referee)
We estimate the willingness-to-pay for conserving crop diversity in the Czech Republic. Discrete choice experiments are used to elicit preferences for the conservation of wine, hop, and fruit tree varieties, while a double-bounded dichotomous choice approach is used to elicit preferences for the conservation of unspecified, "general" crop diversity. The WTP values are derived for both of these contingent products from a sample representative of the general Czech population (n=731) and a sample of respondents living in the South Moravian region that is characterized by agriculture and wine production (n=418). We demonstrate a strong preference for conserving fruit trees over hops and wine varieties, and derive positive mean WTP of the general Czech population (ages 18-69) of 56 Kč ($2.26). Mean WTP for the conservation of general crop diversity is 167 Kč ($6.80). On average, residents of South Moravia have a greater WTP for "general" crop as well as fruit tree conservation. In total, the Czech adult population (ages 18-69) has an aggregate WTP of ~1.25 billion Kč ($50.5 million) for the conservation of general crop diversity, and ~410 million Kč ($16.8 million) for the conservation of fruit trees, revealing the previously unmeasured social welfare benefits of these activities. The estimated benefits...
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Willingness to pay for green electricity
Novák, Jan ; Ščasný, Milan (advisor) ; Gutiérrez Chvalkovská, Jana (referee)
We estimate the willingness to pay for electricity generated from renewable energy in the Czech Republic. Discrete choice experiment is used to elicit preferences for various attributes of renewable electricity support scheme (PM emission, GHG emission, size of RE power plant, revenue distribution, and costs). Original survey is carried with 404 respondents living in two regions - Ustecky (polluted area) and Southern Bohemia (cleaner area). We find that respondents prefer decentralized renewable electricity sources over centralized, local air quality improvements over reduction in greenhouse gas emissions. Estimated marginal willingness to pay for 1% reduction in emission of particulate matter equals to 49 CZK, respectively 3.7 % of average monthly electricity bill. In total, WTP for green electricity is larger than current compulsory contributions to renewable energy support scheme. Powered by TCPDF (www.tcpdf.org)
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Willingness to pay for mobile internet in the Czech Republic
Doskočilová, Kateřina ; Polák, Petr (advisor) ; Luňáčková, Petra (referee)
Willingness to pay for mobile internet in the Czech Republic Abstract The main focus of this thesis is to examine consumers' willingness to pay for mobile internet in the Czech Republic. The data for the estimation were collected via a self-developed online questionnaire. Using the logit model, the factors, which significantly influences the WTP, were identified. These include: the ownership of a smartphone, perceived importance of availability of the internet connection, having a monthly mobile tariff and the way of using mobile applications. Additionally, the price, that the consumers' would be willing to pay for their ideal tariff, is examined and it is shown, that the level of education has a significant negative effect on this price.
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Proposal of a Marketing Strategy
Kamená, Denisa ; Hanušová, Iva (referee) ; Chalupský, Vladimír (advisor)
his diploma thesis deals with construction of the marketing strategy for Philip Morris ČR, a.s.. The tabacco market has experienced continuesly increasing government regulation along with increasing consumption taxation in the last years. The strategy is desinged accordingly to this fact in order to achieve higher market share of this company. Philip Morris ČR, a. s. has faced nearly 25% drop in market share since 2002. This diploma thesis formulates and provides appropriate recommendations on the base of the market analysis as well as on the analysis of the firm. All recommendations are focused on the construction of effective marketing strategy.
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