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	Customer’s purchasing decision based on discount offers Topičová, Kristýna ; Procházková, Markéta (advisor) ; Štirský, František (referee) Thesis of this bachelor work is focused on influence of the discounts on decisions of customers from different income groups. The theoretical part explains marketing key concepts. This part also describes marketing strategies, pricing and price changes. The attention is also paid to consumers' behaviour and discount efficiency based on loyalty. The practical part is made by a questionnaire survey. In the practical part, there are the results of the questionnaire survey of people's responses to discounts of toiletries and respondents' loyalty to brands. Detailed record
	Comparison of attitude to loyalty programmes between Czech and English customers Müllerová, Patricie ; Tahal, Radek (advisor) ; Stříteský, Václav (referee) This work deals with customer loyalty and loyalty programmes in areas of buying chemist goods, clothing, footwear and groceries. The main objective of this work is to compare the approach of English and Czech customers to loyalty programmes in these areas. The intention of the analysis is to discover whether the approach to loyalty programmes in these two countries varies and what are the major differences. Does using a loyalty programme really affect customer loyalty? Who are more loyal, Czech or English customers? The aim is also to find out how customers use their loyalty programs, what kind of rewards are the most attractive for them and what personal information are they willing to provide when they sign up for loyalty programmes. The analysis also aims to pose these same questions to multi-brand partnership programmes and also mobile applications. This work can therefore benefit companies operating in both Czech and English markets to adapt their loyalty programs to be most effective. Detailed record
	Marketingový význam privátních značek Kočová, Barbora ; Koudelka, Jan (advisor) ; Hrušová, Lucie (referee) Práce se zabývá marketingovým významem privátních značek v sortimentu potravinářského a drogistického zboží. Úvodní teoretická část zahrnuje popis důležitých aspektů odvětví maloobchodu, dále se zabývá vymezením pojmů značka a privátní značka (strategie privátních značek a jejich význam pro jednotlivé tržní subjekty). Následující kapitola analyzuje minulou, současnou situaci a možné budoucí trendy v oblasti privátních značek na základě dat společnosti The Nielsen Company. Důraz je kladen na evropský a český trh. Vlastní výzkum spočívá v identifikaci postojů českých spotřebitelů k sortimentu privátních značek metodou dotazování. Závěr tvoří formulace doporučení pro podnikovou praxi a shrnutí nejpodstatnějších poznatků. Detailed record

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