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National Repository of Grey Literature

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Womens Buying Decision Process as Regards Cosmetics in Slovakia and Czech republic Kasičová, Nikola ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee) The main goal of this bachelor thesis is to understand the current situation on beauty market in terms of preferences and tendencies of womens buying behavior. By understanding, what are the needs of customers, companies will be able to deliver effective marketing communications and gain competitive advantage. The thesis consists of two parts: theoretical and practical. The theoretical part provides the key information about decision buying process itself and the factors which have crucial impact on individuals behavior. Quantitative marketing research helped us to fulfill our aim by collecting the information through online questionnaires. Target group of respondents were women at the age of 20 to 50 years. Primary research was enriched by secondary data, which were provided by three different studies of domestic and foreign beauty market. Detailed record

The importance of brands in consumer behaviour and lifestyle Breburda, Tomáš ; Koudelka, Jan (advisor) ; Tahal, Radek (referee) The aim of the bachelor thesis is to determine some of the brand's impacts into lifestyle formation and consumer behaviour, to evaluate marketing significance of those impacts and to form a recommendation for a marketing orientation of selected brands. This was achieved through the data analysis of MML TGI project and of an own survey. Carried out the research it was found the brands are highly imporant for consumers and their lifestyle and that in some extreme cases the consumers also identify themselves with the brands. Detailed record

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