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Marketing Research
Nakano, Andrea ; Zadražil, Vojtěch (referee) ; Chlebovský, Vít (advisor)
This masters´s thesis deals with the marketing research and customer satisfaction analysis, which have been focused specifically Albert supermarket, located in Masarykově Square in Jihlava. The first part of this work summarizes the theoretical knowledge, such as the processes of marketing research, purchasing behavior and how to measure customer satisfaction. The second part is the practical part of the study, which examines the assessment of information obtained through the research, as well as recommendations. These should enhance the satisfaction levels of the existing and future customers and further improve the competitiveness of this business operation in its market sector.
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Význam udržitelnosti v oděvním průmyslu
Kavulová, Aneta
The bachelor thesis deals with the importance of sustainability in the clothing in-dustry from the point of view of companies and consumers. The issue of the cloth-ing industry is still a current topic in our society, it is necessary to look for more sustainable principles and procedures, as well as innovations that can help to solve these problems. To fulfil the goal, qualitative research was conducted in the form of semi-structured interviews (n = 8 for companies, n = 13 for consumers), also available secondary data were explored. The obtained data were assessed with use of content analysis and conclusions were drawn. Among the main recommen-dations is that companies devote themselves to educating their customers, as a lack of information has a significant negative impact on consumer behavior.
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The Value of CSR for Czech Consumers
Faradji, Elise ; Štěrbová, Ludmila (advisor) ; Seror, Patricia (referee)
Nowadays consumers purchasing behavior is influenced by new factors such as the social and environmental implication of companies. This is why Corporate Social Responsibility (CSR) is a growing trend which companies need to look after carefully. However implementing an efficient CSR strategy is a complex process for corporations; especially since the core concept of CSR remain quite blurry. The goal of this study is to analyze the perception of consumers towards CSR to find out about the value creation that CSR produce for consumers and its impact on their purchasing behavior. This paper will ultimately help companies to implement their CSR strategy more efficiently. This study aims to contribute by conducting an in-depth analysis of consumers attitudes and behavior towards CSR. If most of researchers are using a quantitative approach this study means to deal with the issue with a qualitative perspective. Indeed twelve semi-structured interviews will support the findings. On top of those practical and physical interviews some theoretical knowledge will be added to the construction of the argument especially to bring a framework that shows the importance of all types of value creation (functional emotional and social). The findings of the thesis emphasize the facts already proven by other researchers; value creation is fundamental to make consumers care about CSR. However the study will show how much skepticism towards CSR can impact negatively consumers purchasing behavior. The research will help companies implementing more successful CSR strategy and develop new solutions to reach customers and influence their purchasing behavior through the creation of value for them.
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Marketing Research
Nakano, Andrea ; Zadražil, Vojtěch (referee) ; Chlebovský, Vít (advisor)
This masters´s thesis deals with the marketing research and customer satisfaction analysis, which have been focused specifically Albert supermarket, located in Masarykově Square in Jihlava. The first part of this work summarizes the theoretical knowledge, such as the processes of marketing research, purchasing behavior and how to measure customer satisfaction. The second part is the practical part of the study, which examines the assessment of information obtained through the research, as well as recommendations. These should enhance the satisfaction levels of the existing and future customers and further improve the competitiveness of this business operation in its market sector.
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Purchasing Behavior Analysis of Consumers
Ježdíková, Renata ; Kovář, František (advisor) ; Harantová, Monika (referee)
This thesis is focused on the analysis of purchasing behavior of consumers in the furniture market. In the introductory part is defined the purchase behavior. There is described the cultural, social, personal and psychological factors that influence consumer decision-making, and stages of purchase decision making process. The following chapters describe characteristics of Czech consumers, specific methods of furniture retailers and evaluation of the furniture market in the Czech Republic. The last chapter is devoted to the results of a questionnaire survey concerning the purchasing behavior of consumers in the market of furniture and household accessories.
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Irrationality in purchasing behaviour
HERMANOVÁ, Eliška
The aim of the work titled ?Irrationality in shopping behavior" was to realize several experiments aimed to confirm the irrationality in the shopping behavior and then make cross-cultural comparisons. To allow the comparison of results, were selected experiments already performed by Dan Ariely with American students. During the works were progressively evaluated predetermined hypotheses.
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