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Usage of communication media by consumers
HAVLÍČEK, Radek
Based on the online consumer preferences questionnaire and research in the area of consumer{\crq}s experience with communication mediums, the objective of this thesis is to propose appropriate changes to the marketing mixture in a chosen business subject. The thesis is divided into three main parts. The first one focuses on the relevant literature and outlines the academic problem of this work. The second one is based on qualitative and quantitative research done in the area. At the end of this thesis, the third part provides the reader with the final concept of the online retail store, followed by the proposed arrangements and changes to the marketing mixture of the enterprise as an outcome of the previous research. While working on the qualitative research used in this work, the analyses of the marketing, communication and retail mixture were gathered and assessed all together using interviews with the online retail store owner. In addition, the quantitative part was aimed to the costumers, their opinions and attitudes to the outlined media used within store. Also the credibility of the communicating channels was taken into account. Some of the factual findings merely confirmed the trend of the contemporary era. As emerged from the questionnaires, the Internet shall be confirmed to be the most popular medium, while the respondents confessed to spend the most time using it and rated it as the most important among other offered ways of communication between them and the retail store. These all relevant fact were used to analyse {--} and to prove or disprove the assumptions on how each media affects consumers and to which level the media is actually utilized. The final part of the thesis is dedicated to the online retail store concept including recommendations on modification of the marketing mixture of the business subject, where the qualitative research took place.
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