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Purchase decision-making process of consumers in the market of summer vacation
Soroková, Lenka ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
The aim of this thesis is to analyse the consumer's purchase decision-making process at the market of the summer vacations and capture current trends of buying summer vacation in the Czech market. The first two chapters are devoted to basic definitions and approaches, serving to understanding consumer behaviour, description of the marketing mix of tourism and the factors affecting the buying decision of the individual. Next part of the thesis examines different phases of the purchase decision-making process by using secondary data. The fourth chapter briefly describes the tourism market in the Czech Republic, its entities and services overview of tourism. The final part is devoted to the analysis of a questionnaire survey carried out by me and the acquired results. My own research is supported by data from Market -- Media -- Lifestyle (MML). The end of the work is composed of the result summary and conclusion of the investigation and it shows clear process of buying summer vacation on the basis of available data.
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Searching for the Competitive Advantages of the company X and the key factors
Cao Bao, Trang ; Zamazalová, Marcela (advisor) ; Procházková, Markéta (referee)
This thesis deals with finding competitive advantages of the company X and the key factors for improvement. The aim of this work is to find through the research the competitive advantages of the chain company X, which provides fast food on the Czech market, it's deficiencies and key factors, that can help the Company to improve in the future time. The theoretical part consists of five chapters, beginning with a chapter on marketing services, the following chapters deal with the purchase decision-making process in the service market and market category and competitive advantage. Methodology chapter closes then all the theoretical part. The practical part includes chapters examining the importance of a fast food restaurant in the world and the current market trend in the Czech Republic. Other parts deal with the characteristic of market and market category, analysis of competition, characteristic of the company X. The most important chapters in this section are the practical results of the survey, suggestions and recommendations to the company.
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Child as a consumer and his/her influence on decision-making processes of adults.
Juřicová, Martina ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
Children nowadays are exposed to a huge amount of advertisements wherever they go. It appears that children are a very attractive target group because of their ability to influence their parents to buy them preferred products and brands. This Thesis focuses on analysis of children's influence on their parents' purchase decisions. The Thesis consists of 5 chapters. First three parts are theoretical. The introductory chapter deals with the consumer's purchase decision-making process and factors that affect this process. The second part describes family as a special consumer unit which forms individual consumer behaviour. Final theoretical chapter focuses on the child as a specific consumer and customer. In the practical part the reserach is conducted to reveal into what extent children influence their parents about purchase. At the end the recommendations for successful children advertisement are set up.
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