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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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Komparace spotřebního chování Čechů a Finů při nákupu potravin
Polešovská, Lucie
POLEŠOVSKÁ, L. The comparison of Czech and Finnish consumer behaviour focused on food products. Bachelor thesis. Brno: 2013, FBE Mendel University in Brno. This bachelor thesis analyses the purchasing behaviour of consumers on the food market in the Czech Republic and in the Republic of Finland. It focuses on the differences in purchase decisions. It examines the attitudes which lead consumers to choose products with national markings and defines the factors which have influence on buyer. Furthermore, it determinates the current state of national marking and composition of stores in Finland and in the Czech Republic.
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Vliv obalu produktu na chování spotřebitele
Szewieczková, Anna
The bachelor thesis is dedicated to the influence of product packaging on consumer behaviour, specifically in the protein bars and generation Y. The thesis deals with the factors which influence the consumers in their purchasing behaviour and decision making, especially regarding the product packaging. To fulfil the aim of the thesis, a survey in the form of electronic questionnaire was conducted. This survey was later subsequently supplemented by in-depth interviews. At the end of the thesis, the generalized marketing recommendations can be founded, which are meant for the companies dealing with the production of protein bars and their packaging.
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Chování spotřebitele na trhu střednědobých pronájmů
Suchánková, Žaneta
Suchánková, Ž. Consumer behaviour in the mid-term rental market. Bachelor thesis. Brno: Mendel University, 2022. This bachelor thesis deals with consumer behaviour in the mid-term rental market. The main goal is to propose marketing recommendations for businesses operating in the mid-term rental market, based on an analysis of consumer behaviour in this market. The work is focused on the target segment of digital nomads. The theoretical part deals with consumer behaviour and the introduction of digital nomads. In the practical part, the market potential of the segment is estimated and in-depth interviews with digital nomads identify the factors that affect consumers. Based on the results of these interviews, general marketing recommendations are defined.
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Consumer behavior on the market of dietary supplements
Sečányová, Natália
The diploma thesis focuses on the analysis of Czech consumers’ behavioral patterns on the market of dietary supplements.The key objective of the paper is to determine major factors that uphold an influential status when it comes to shopping for dietary supplements. The study additionally reflects on the real reasons for splurging on such products while addressing both external and internal stimuli that drive Czechs’ buying decisions. As for the partial goal, the importance is placed on pinpointing of unethical marketing strategies, which a great deal of brands is guilty of employing. The thesis further presents an in-depth overview of the regulatory framework for dietary supplements that goes hand in hand with the advertising self-regulation standards. A broader insight into the Czech food market facilitates the very comparison with the nutritional supplements one. The empirical section is split up into the assessment of secondary and primary data sources. The secondary data set outlines consumer profile basics, existing and emerging market trends, and industry dynamics while the primary data set, collected through quantitative online survey, specifies details of different behavioral tendencies among Czechs. The inspection of gathered data via the usage of contingency tables and powerful statistical software, SPSS, assists in reaching final conclusions and providing valuable recommendations to businesses operating in the given field.
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Vliv reklamy na spotřebitele při volbě mobilního operátora
Kubičíková, Zuzana
This thesis deals with the influence of advertising of mobile operators on consumers and their deciding about the choice of the mobile operator. A research was conducted on a sample of 565 respondents. The data were processed and analysed using the statistical software Statistica 10. from the results of the research a perception of the advertising campaings was evaluated by the consumers, recommendations for improving the effectiveness of advertising campaigns on consumer preferences were proposed and a specific advertising campaign and economic evaluation was assessed. The research showed that there is an impact of advertising of mobile operators to consumers. Consumers decide about the operator primarily by the price and special offers.
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Vliv rozmístění produktu v regálech na nákupní chování spotřebitele
Hladný, Ladislav
HLADNÝ, L. Effects of product placement on shelves on consumer purchasing de-cisions. Diploma thesis. Brno: Mendel University, 2020. The diploma thesis focuses on effects of product placement on shelves on consumer purchasing decision. The aim of the thesis is to describe consumer be-haviour in the field of beer sold on shelves, the effect of product placement on consumer attention and decision making. Recommendations for subjects in this market will also be set. To realize this aim were used eye-tracking method (n=24), in-depth interviews (n=24) and questionnaire (n=308).
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Proposal for Changes to the Company's Marketing Mix
Fixová, Veronika ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
The diploma thesis is focused on the analysis of the sale of cans on the Czech and Slovak markets. The theoretical part deals with the basic concepts of marketing and especially the marketing mix. The analytical part of the thesis is focused on the current state of the company, where proposals are incorporated based on sales analyzes and evaluated findings. The implementation of the proposals will primarily lead to an increase in the awareness of the company, which can lead to the benefit of new customers.
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Proposal of Changes in the Marketing Mix
Surá, Petra ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
The diploma thesis focuses on proposing changes to the marketing mix of a selected hair salon in Brno. The work is structured into three parts. The theoretical part presents a literature review related to marketing. In the analytical section, the hairdressing salon is introduced, including its current marketing mix. Subsequently, strategic analyses of the external and internal environment are applied, and the results of conducted surveys are projected. Based on the findings of the current situation, the third part suggests recommendations for modifying individual elements of the marketing mix to enhance and improve existing services.
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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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