|
|
National image as a factor of competitiveness of Czech products
Veselá, Jitka ; Kita, Jaroslav (referee) ; Zich, Robert (referee) ; Nétek, Václav (referee) ; Světlík, Jaroslav (advisor)
The presented dissertation thesis deals with the issue of national image and its influence on increasing of competitiveness of domestic producers in the domestic wine market. Customers are currently affected by many factors that companies try to use to gain their competitive advantage and strengthen their competitive position in the market. The thesis is divided into three main parts. The first part defines the main objectives of the thesis, as well as the milestones, through which the main objective is accomplished. Furthermore, the research assumptions, which are verified on the basis of statistical hypotheses, are defined here and in the end, the research methods that will lead to the fulfilment of the main goal of this work are defined. This work combines several approaches to achieve the most accurate results. The second part summarizes the current literature point of view on the main topics of the work. It is divided into three sub-units, the first unit focuses on the definition, measurement and shaping of the national image. The second sub-unit deals with consumer behaviour, models of consumer behaviour according to the traditional and the modern concept and using online media to influence customer attitudes. The third sub-unit describes the concepts of competitiveness which are available in the literature. The third part is the research part. The research is carried out in the area of customers, producers and external organizations that are involved in raising awareness of domestic products of the wine industry on the domestic market. For each of the areas the key findings are set out at the conclusion, which are then followed by the creation of the concept of competitiveness usable in the wine industry and the creation of functioning communication models tailored to the specifics of the wine market.
|
|
|
Business Start-up FairList s.r.o
Danč, Radek ; Smutek, Martin (referee) ; Chlebovský, Vít (advisor)
The thesis is associated with designing a business plan for a start-up named FairList Ltd.. The business plan is developed on the basis of the originally designed economic model which does not generate the needed profit. Attention is especially given to the analysis of the market and the identification of the specific needs of language educators and potential students who play an essential role in the success of the entire project.
|
|
|
Rozhodování spotřebitele na trhu udržitelné módy
Řehůřková, Monika
Řehůřková, M. Consumer decision-making in the sustainable fashion market. Bachelor thesis. Brno: Mendel University, 2023. The bachelor`s thesis deals with consumer decision-making in the sustainable fashion market. The goal was to map consumer behaviour and factors that influence an individual's decision-making when purchasing fashion goods. The paper contains theoretical starting points including issues of consumer behaviour, sustainability and marketing communication. The evaluation was carried out on the basis of a questionnaire survey of 105 respondents, on the basis of which a communication strategy was proposed for a new fashion brand of sustainable fashion.
|
|
|
Marketingová strategie pro vybraný vinný bar
Jakubčíková, Nela
This bachelor's thesis focuses on optimizing the business activities in the market within the wine industry. The objective of the work is to propose a new marketing strategy that can attract new customers, enhance the loyalty of existing ones, and consequently increase the revenue of the selected business. To gather data for the analysis, a questionnaire survey was conducted, complemented by interviews with the owner and employees. After processing the data obtained from the questionnaire, suitable recommendations, accompanied by specific proposals, were formulated.
|
|
|
Identifikace faktorů ovlivňujících spotřebitele při nákupu potravin pod privátní značkou
Hrdlička, Aleš
The thesis deals with the factors that influence consumers when they buy food under a private label. The retail market and private label market is analyzed. The thesis is also devoted to the power of influence of ecological aspects on con-sumers. The ecology affects approximately 50% of consumers. The relationship between socioeconomic characteristics and the volume of purchased food under the private label was demonstrated for the age interval, predominant economic activity and education. A partial goal of the work is also using cluster analysis to segment consumers into similar groups and determining the factors that influence these groups the most. According to that there were created 3 groups of consumers: the ordinary consumers, the environmentalists and the designers.The biggest influence on consumers is the price, the quality, own experience, the availability of the store and domestic origin of the goods. The goal of the work was also suggesting appropriate recommendations for private label food sellers.
|
|
|
E-mail marketing a jeho vliv na chování spotřebitele
Hrušková, Hana
The diploma thesis deals with e-mail marketing and its influence on consum-er behaviour. Email marketing is one of the most used and effective direct market-ing tools, which works on the principle of sending messages to certain lists of us-ers with an email address. The thesis consists of a literature review and the own work, which includes an analysis of email marketing in the market and in the se-lected company using primary and secondary data. From the analyses conducted, the thesis identifies the factors of email marketing that influence consumer behav-iour in the B2B market of the selected enterprise. Based on these factors, findings and analyses, a proposal and recommendation for email communication for the selected enterprise were made.
|
|
|
Nové trendy v oblasti chování spotřebitele na trhu tabákových výrobků v ČR
Duchoňová, Vladimíra
The diploma thesis deals with the new trends in customer behaviour on the market with tobacco products and their alternatives – e-cigarettes, heat-not-burn tobacco and nicotine pouches. It offers a comprehensive view of the customer be-haviour on the market with classical tobacco products, primarily cigarettes. Based on this, research assumptions concerning alternatives were created. Quantitative method in the form of a questionnaire survey (n = 316) and qualitative method in the form of focus groups (n = 20) were used to fulfill the objective of the thesis. Based on the results, recommendations for tobacco companies were formulated.
|
|
|
National image as a factor of competitiveness of Czech products
Veselá, Jitka ; Kita, Jaroslav (referee) ; Zich, Robert (referee) ; Nétek, Václav (referee) ; Světlík, Jaroslav (advisor)
The presented dissertation thesis deals with the issue of national image and its influence on increasing of competitiveness of domestic producers in the domestic wine market. Customers are currently affected by many factors that companies try to use to gain their competitive advantage and strengthen their competitive position in the market. The thesis is divided into three main parts. The first part defines the main objectives of the thesis, as well as the milestones, through which the main objective is accomplished. Furthermore, the research assumptions, which are verified on the basis of statistical hypotheses, are defined here and in the end, the research methods that will lead to the fulfilment of the main goal of this work are defined. This work combines several approaches to achieve the most accurate results. The second part summarizes the current literature point of view on the main topics of the work. It is divided into three sub-units, the first unit focuses on the definition, measurement and shaping of the national image. The second sub-unit deals with consumer behaviour, models of consumer behaviour according to the traditional and the modern concept and using online media to influence customer attitudes. The third sub-unit describes the concepts of competitiveness which are available in the literature. The third part is the research part. The research is carried out in the area of customers, producers and external organizations that are involved in raising awareness of domestic products of the wine industry on the domestic market. For each of the areas the key findings are set out at the conclusion, which are then followed by the creation of the concept of competitiveness usable in the wine industry and the creation of functioning communication models tailored to the specifics of the wine market.
|
|
|
Business Start-up FairList s.r.o
Danč, Radek ; Smutek, Martin (referee) ; Chlebovský, Vít (advisor)
The thesis is associated with designing a business plan for a start-up named FairList Ltd.. The business plan is developed on the basis of the originally designed economic model which does not generate the needed profit. Attention is especially given to the analysis of the market and the identification of the specific needs of language educators and potential students who play an essential role in the success of the entire project.
|
|
|
Attitudes and buying behaviour of customers of a shopping center
KOROUSOVÁ, Radka
The theme of my graduation thesis was "Attitudes and buying behaviour of customers of a shopping center". The object that I have explore was the shopping center Tesco Pisek. Marketers must be able to survive on the market competition, so they must know their own consumers. It is important to know the consumer behaviour, to know what is importent for consumers and it is also important to know the consumer knowledge of diferent products. This topic has me interested because of the most important timeliness. To get all those information I must do marketing research, these results was evaluated in this graduation thesis.
|
guest ::
