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Vliv sociální reklamy na generaci Z
Lavická, Adéla
The diploma thesis deals with social advertising and its influence on the current adolescent generation, Generation Z. The first part focuses on explaining theoretical concepts such as social marketing, social advertising and Generation Z. The aim of the diploma thesis is to find out how the elements used in social advertising spots influence Generation Z. The practical part of the thesis includes quantitative research in the form of a questionnaire survey followed by qualitative research. First, the individual social advertisements and their context are described, then the individual spots are analysed. In the final part, the results of the quantitative and qualitative research are compared and specific recommendations for use in social advertisements to reach Generation Z con-sumers are set out.
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Vliv obalu a etikety na rozhodování generace Z při nákupu vína
Böhmová, Jana
BÖHMOVÁ, Jana. The influence of packaging and labels on the decision making of generation Z when purchasing wine. Brno, 2023. Bachelor thesis. Mendel Universi-ty in Brno. The submitted bachelor thesis deals with the issue of consumer behavior of gener-ation Z on the wine market. Eye-tracking technology was used in the work, which was additionally supplemented by questioning in the form of a questionnaire. The obtained data were statistically evaluated and compared with the study to which this work follows. Recommendations for wine producers were created from the obtained results.
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Motivy spotřeby alkoholických nápojů u českých spotřebitelů
Černý, Tomáš
Černý, T. Motives of alcohol beverages consumption of Czech consumers. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis deals with the motives of alcohol beverages consumption in the Czech Republic. The main objective is the identification of consumer behav-iour in connection with the alcohol beverages consumption. Using secondary data, the thesis evaluates the state of consumption in the world and in the Czech Repub-lic. The questionnaire survey and the testing of the dependence of qualitative characteristics were used to find out the motives of alcohol beverages consump-tion and for the consumer segmentation. Recommendations for the consumption reduction were based on the information found.
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Influencer marketing v rámci propagace destinace v cestovním ruchu
Rozumová, Veronika
The bachelor thesis deals with the topic of influencer marketing within the promotion of the destination in the tourism industry. Literary research or theoretical part mainly deals with the issue of destination marketing, internet means of communication such as social media and finally the topic of influencer marketing. The practical part includes analysis of the secondary data and also analysis of the data that were obtained using quantitative survey, more precisely questionnaire survey, which was aimed at generation Z. Based on the acquired knowledge from survey, recommendations were created for the selected area, i. e. Eastern Moravia.
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Vizuální gramotnost generace Z zaměřená na sociální sítě
Šmarda, David
Bachelor thesis deals with the visual literacy of Generation Z on social media. The aim of the thesis is to find out the level of visual literacy of Generation Z and where there is room for improvement. Specifically, the understanding of selected elements of visual communication on social media was examined, as well as how Generation Z can analyse and evaluate selected examples of content shared on social media. The stated objective was achieved through quantitative research and secondary data analysis. A questionnaire survey (n = 254) was used to investigate visual literacy. The collected data are evaluated through basic descriptive statistics, contingency tables and stated hypotheses. The results are processed through a SWOT analysis for Generation Z and then a recommendation for this generation is determined.
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Vliv ROPO efektu na nákupní chování spotřebitelů generace Y a Z na trhu s elektronikou
Beňo, Martin
Beňo M. Influence of ROPO effect on consumer shopping behaviour of generation Y and Z on the electronics market. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis deals with influence of the ROPO effect on the consumer shopping behaviour of generation Y and Z on the electronics market. The main goal is to propose marketing recommendations to increase attendance in the online or offline sales channel of retailers on the electronics marketing in the Czech Republic, based on the finding out whether and how the ROPO effect, or the reverse ROPO effect, affects the purchasing behaviour of consumers of the generation Y and Z in this market. To fulfil the goal, both secondary and primary data were used. Primary data was obtained through quantitative research using a questionnaire survey, which was supplemented with findings from qualitative research conducted using semi-structured in-depth interviews. The data was statistically analysed and based on the results recommendations were proposed for retailers on the electronics market in the Czech Republic using the 4P marketing mix.
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Vliv sociálních sítí na generaci Z v gastro prostředí
Rozumová, Kateřina
This bachelor thesis focuses on social networks and their influence on Gener-ation Z in the gastro environment. The aim of the bachelor's thesis is to evaluate the influence of social networks on Generation Z whetever visit a given gastro business. The thesis will also include a possible identification of the influence of social networking on the behaviour of Generation Z in the gastro environment. In the theoretical part, the bachelor thesis deals with the issues of gastronomy, Gen-eration Z and social networks. In the practical part, based on primary data ob-tained from a questionnaire survey, a proposal for a marketing communication on social networks for a start-up gastro business is created
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Generace Z a její motivace k práci v oblasti marketingových agentur
Šišmová, Anna
Šišmová, A. Generation Z and its motivation to work in marketing agencies. Ba-chelor thesis. Brno: Mendel University in Brno, 2023. The bachelor thesis deals with research on the expectations of Generation Z students of economic faculties from the labour market with an emphasis on working in a marketing agency. The research is carried out by means of an indicative analysis of Generation Z, then verified by means of a questionnaire survey and then supplemented by real offers from 4 unnamed marketing agencies. The results of the individual researches were compared to create a simple manual with recommendations for making Generation Z recruitment more effective. Based on the research, it was found that Generation Z prefers non-financial benefits over financial ones. Generation Z expects an adequate starting salary of at least CZK 30,000. Furthermore, Generation Z prefers career growth, holiday beyond the law, flexible working hours and other non-monetary benefits over pay increases. For Generation Z, good teamwork is more important then financial rewards. On the other hand, familiarity of the company and clients is not so important to Generation Z. Generation Z prefers to work in smaller marketing agencies because of the more family workteam and faster career growth.
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Vztah generace Z k folklóru a tradicím jako součásti nabídky destinace cestovního ruchu
Ondicová, Beata
The bachelor's thesis is targeted on tourism in the area of Uherske Hradiste and on the relationship of generation Z to folklore and it’s traditions. The aim of the thesis is to identify the current offer of tourism products with the theme of traditions and folklore in the Zlín region and to find out how is the relationship of generation Z towards folklore and traditions while participating in tourism. To design new or innovate existing destination products of the Zlín region for generation Z. Due to the vastness of the Zlín region and the diversity of the cultural offer in the area of traditions and folklore, the aim of the bachelor’s thesis was narrowed down in a geographical matter to a specific smaller area of Uherske Hradiste only. The current state and possibilities for the development of folklore tourism in the area of Uherske Hradiste region were analyzed using secondary and primary data. Primary data were obtained through an online questionnaire survey, with it’s main purpose being to find out whether Generation Z is interested in folklore and folk traditions.
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Potravinový odpad a motivy vedoucí generaci Z k uvědomělé spotřebě
Bártová, Tereza
Food waste can be reduced, but unfortunately, like other waste, it is unavoidable and simply occurs in households without us realising it. So what happens to the food that ends up in the bin? They rot in landfills, where they become greenhouse gases that cause negative climate change. That is why it is so important to inform households about this issue, to make them aware of the environmental impact of their behaviour and to motivate them to be more sustainable. The research problem is to identify what attitudes Generation Z young people have towards food waste segregation, whether they would like to learn more about this issue and what form of communication they would like to be addressed with to motivate them to think and, ideally, change their behaviour. Then, based on the identification, propose recommendations to reach this generation.
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