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Perception of heated tobacco products by generation Z
Illésová, Linda ; Hejlová, Denisa (advisor) ; Kulhánek, Adam (referee)
This bachelor thesis examines the perception of heated tobacco products by members of Generation Z. The first, theoretical, part aims to scrutinise the shopping behaviour and key characteristics of Generation Z. It then introduces the products of heated tobacco, the principle on which they function and possible health risks associated with their use. For the purposes and nature of this paper, it also emphasises the legislation and ethics codes, which deal with the issue of tobacco advertising. The work then focuses on the analysis of marketing strategies of specific brands of heated tobacco available in the Czech Republic - IQOS and glo. The second, practical, part examines the attitudes towards heated tobacco, using the methods of qualitative research in the form of semi-structured interviews. Researcher participants - members of Generation Z, aged 18 to 25, who have had previous experience with IQOS or Glo - answered questions about consumer behaviour, their motivation to use heated tobacco products and perceptions of marketing strategies. The work does not draw any generalisable conclusions but provides insight into the thinking and opinions of Generation Z.
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Marketing communication of nicotine products in Czech environment
Gočíková, Natálie ; Hejlová, Denisa (advisor) ; Kulhánek, Adam (referee)
C1 - Internal use Abstract The aim of this thesis is to provide a comprehensive insight of the impact of nicotine products on the Czech market. The theoretical part characterizes tobacco, nicotine and their effects on the human body, the history of tobacco use and its development. It presents a basic overview of current knowledge about nicotine addiction, motivation to use it and briefly introduces the basic preventive measures and state legislation concerning the operation of tobacco and nicotine companies on our market. Furthermore, specific examples of tobacco products from history and examples of anti-smoking campaigns from the Czech Republic and around the world are introduced. The last chapter of the theoretical part describes the influence of this communication on children and adolescents. The practical part is focused on the current advertising communication of selected brands and specifies nicotine products in more detail. This part of the work aims to map the current communication of HTP brands IQOS, gloand and e-cigarettes in the Czech Republic. For this purpose, the communication of brands on social networks, in past campaigns, published publications and on the website where the companies operate is described. At the end of this work is summarized how nicotine products currently operate on the...
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Mapping patterns of IQOS and GLO heated tobacco products usage: an online questionnaire study
Dobrovolná, Kristýna ; Kulhánek, Adam (advisor) ; Rolová, Gabriela (referee)
Background: In recent years, novel heated tobacco products such as IQOS or glo, which began to appear on the Czech market about three years ago, gained popularity. The device is visually appealing in which, unlike regular cigarettes, tobacco is not burned but heated to a temperature of 350 řC. There are several foreign studies on how these tobacco heating products are used, but there is a lack of data on this phenomenon in Czech Republic. Aims: The main aim of this study was to describe patterns of use of heated tobacco products among adult tobacco users in the Czech Republic. Partial aims of the study were to find out what are the motives for using heating tobacco products, what is the nature of use, i.e. the time of use, daily consumption of fillings, and if there is any change in habits of ordinary smoking. Furthermore, the aim was to map in which situations heated tobacco products are used and how the users take care of the equipment. Material and Methods: Data collection was carried out using a quantitative method of improbability selection, namely the method of self-selection through an online questionnaire distributed through selected online channels (websites, forums, social networks). The research group consists of 198 respondents, of whom 182 are IQOS users and 16 are glo users. After...
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