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Holiday Purchasing Behaviour
KADLECOVÁ, Veronika
The submitted thesis analyses purchasing behaviour of consumers in holiday planning for the year 2016. The thesis is divided into six chapters. The first chapters focus on explanation of the purpose of the thesis, a hypothesis definition and methodological workflow, and important theoretical terms. In order to fulfil the purpose of the thesis, a questionnaire survey, interpretation of its results, data analysis, and hypothesis evaluation were carried out. Based on the questionnaire survey results, consumer segments in the holiday market were determined using following categories - gender, age, the highest level of education achieved and an average household monthly net income. For all determined segments, trends in purchasing behaviour were then identified resulting in recommendation for business entities offering holiday packages.
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Development in Consumer and Buying Behaviour
ŠACHTOVÁ, Barbora
The master thesis is focusing on development in consumer and buying behaviour in on-line grocery shopping. The first part characterizes the key concepts of this topic i.e. consumer, consumer behaviour, consumer behaviour´ models, buying behaviour, purchase decision process, e-business, e-commerce. The practical part of the thesis covers the analysis of quantitative marketing research results. The end is dedicated to suggestions and recommendations for services´ improvement of on-line grocery stores in the Czech Republic.
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Consumer Behaviour on The Smartphone Market
DVOŘÁČEK, Petr
The Main task of my thesis has been to make an analysis of consumer behaviour on the smartphone market. Segmentation of consumers was made based on the survey. I've chosen an enterprise, for which I've made recommendations based on the survey.
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Analýza trhu čokoládových cukroviniek- Veľká Británia
Kiš Bandiová, Alexandra ; Koudelka, Jan (advisor) ; Siwiec, Peter (referee)
This Master's thesis deals with analysis of chocolate confectionery market in the United Kingdom. The methodology used to bring a complex picture about the main trends is retail scan data analysis accompanied by consumer panel and consumer research. As a result, this work provides a detailed mapping of chocolate confectionery market environment and elaborates a set of recommendations for marketing orientation.
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Consumer behaviour on the market with processed cheese
STRNÁDKOVÁ, Martina
The main object of my thesis was to analyse shopping and consumer behaviour on the market with processed cheese. On the basis of this analysis I worked out on the recommendations for producer of processed cheese. First I studied expert literature and secondary sources. It the second part of my thesis I have done a consumer research. I received 305 completed questionnaires. I processed results into coding format to create the graphs. I made a recommendations for producer of processed cheese.
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Application of insights in commercial communication targeted at women
Dúbravská, Pavla ; Klosová, Anna (advisor) ; Zadražilová, Dana (referee) ; Přikrylová, Jana (referee)
Commercial communications is often accused of stereotyping when picturing women in commercials. To certain extent women expect and ask for "better and easier world" when it comes to advertising. In many cases however women tend to feel simplified. Both from advertising theory and practice insight is crucial for advertising to resonate with its target audience. If the communication is built on well-chosen insight the consumer gets a feeling that the brand understands him better. The main task of this work is thus to give insight into the mind of women as consumers and to find out how women perceive themselves in commercial communication. Two levels, theoretical and practical, are distinguished within this task that were later transformed into specific goals. Foreign literature gives evidence that insight is actually important part of both advertising theory and practice. No literature maps the attitude of practitioners in advertising in the Czech republic. Therefore the first goal is to map the role and understanding of insight in the Czech republic. To research this topic 12 in-depth interviews with advertisers and practitioners from communication and research agencies were executed. The in-depth interviews confirm the importance of insight also in the Czech republic. Second specific goal of the thesis is to map what kind of advertising Czech women consider as insightful. For the research purposes the insightfulness of communication is transformed into self-identification with media and commercial content. In the first part of this research respondents were asked to come up with content that evokes a feeling of understanding and self-identification. The research also verifies two hypotheses. H1: Stereotypes in advertising bother women. H2: Insights created in foreign countries can be applied in the Czech market. 200 women were interviewed through online questionnaire. As a stimuli television commercials with chosen parameters were used. It was found out that the self-identification with media content came through the identification with the main heroine, identification with realistic situations and through humour. The first hypothesis is not confirmed by the research. Women were not really bothered by stereotypes in advertising according to the research. The second hypothesis is not confirmed either. Foreign insights cannot be automatically used in the Czech market. There are national and cultural differences that need to be taken into account. The thesis is divided into 7 chapters including the introduction and the summary. The benefit of this work on the theoretical level is seen in mapping the topic in its complexity. The practical contribution is seen in how the work assesses insights, its creation but also expectations of the subjects in the market.
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The purpose of private labels
Deáková, Olga ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main aim of my graduation thesis is to analyse current situation of private labels in the czech market and to propose possible improvements. In the theoretical part I introduce labels in general, historical facts and modern trends. Then I concentrate on private labels and explain their meaning. In the methodical part I start with analyzing a supply of retail chains in the czech market and then I focus on a private label policy of a particular retail chain. Subsequently I present results of two researches and suggest enhancement for retail chains to improve their strategies for the future.
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Advertisement on the example of the Baťa company in the postwar Czechoslovakia
Veselý, David ; Kozmanová, Irena (advisor) ; Stellner, František (referee)
The aim of this bachelor thesis is an analysis of using the advertisement by companies on the example of the Baťa company in the postwar Czechoslovakia. At the beginning, I am investigating what was the relation of the state to advertisement, how strict a government policy was and what was the concenquences of that for companies. I focused on regulation changes during the mentioned period and how legal processes had been treated on that bases. In the next part, on the example of the Baťa company, I am analysing how important was the advertisment for the company, especially a process of making an advertising. Who worked in it and what advertising instrumets and strategies had been used. I am also examining the role of an advertisment in the process of dealing with crisis after World War I, the global economic crisis and the competition. The last part is focused on a costumer attitude towards advertising, which affacted the form and the content, mechanisms of targeting advertisement and feedback collection. The bachelor thesis is based on the hypothesis that the advertising was one of the key success factors of the Bata company and its company strategy, pretty much due to oversea inspiration. Simultaneously with all parts I am presenting the comparism with the USA, which was the country inspiring Tomas Bata.
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Consumer behaviour on a coffee market
VACKOVÁ, Kateřina
The aim of this bachelor´s work is to analyze consumer behavior in the coffee market, what manner of consumers prefer coffee, important factors when choosing coffee. First, secondary data were obtained from literature. Then, quantitative research was conducted by questionnaire survey. Based on the research has proposed specific recommendations to improve marketing tools, the company TH Kaffee.
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Consumer behaviour on the market with remanufactured cartridges
PÍTROVÁ, Lenka
The main purpose of my bachelor work was to analyse consumer behaviour on the market with remanufactured cartridges and evaluate the current exploitation of the marketing tools in chosen corporation. Then on the basis of this analysis suggest some improvements. For making up this work I have used the study of expert literature as well as the collection of primary sources. I have obtained the primary sources by carrying out the questionnaire investigation. I have compiled the information acquired by the investigation into graphs and tables so that the results were well-arranged. In addition I have analysed the graphs in words. The second task of this thesis was to analyse the current exploitation of the marketing tools in ARMOR, s. r. o. and then suggest some improvements based on obtained information.
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