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Consumer buying behavior
Janáčková, Lenka ; Vokáčová, Lucie (advisor) ; Pánek, Pavel (referee)
The aim of the bachelor thesis describes the identification of the main factors influencing the consumer behavior focusing on the coffee market. The theoretical part of thesis is based on analysis of professional literature containing information about marketing, marketing development, marketing concepts, marketing mix, factors affecting consumers and decision - making process. At the same part is the synthesis of findings by comparison of the authors. Data from the theoretical part are the basic element for creating own part. Own part is focusing on the coffee market and describes its basic characteristics. The basic method of primary data collection is questionnaire. The questionnaire was filled by 102 people, of which 89 respondents drink coffee. Conclusion summarizes the acquired knowledge of the consumer behaviour on the coffee market, together with proposals and recommendations for the future development.
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The influence of brand on consumer buying behavior
Štěpánková, Andrea ; Vokáčová, Lucie (advisor) ; Miroslava , Miroslava (referee)
This thesis is focused on private brands and their impact on consumer behavior. Goal of this thesis is to define impact of dm drogerie private brands on consumer behavior. The theoretical part of the thesis is based on secondary research. Then I described consumer behavior and their decision process by synthesis and comparison from different authors. The practical part of this thesis aims on attributes of private brands including their advantages and disadvantages and evaluation of current state of consumer's perception of dm drogerie's private brands. Further on it analyzes marketing mix of drugstore chains. All information regarding this topic was completed by survey and my further research. All suggested recommendations were based on acquired information.
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The influence of brand on consumer buying behavior
Janáčková, Jitka ; Vokáčová, Lucie (advisor) ; Michal, Michal (referee)
The thesis describes the influence of the brand on the consumer buying behavior. The aim of the thesis is to qualify the influence of the brand on a selected segment on the smart phone market. The theoretical part explains the basic terms of marketing management, marketing mix, brand, consumer buying behavior and buying decision process. In the practical part the world market of smart phones and the biggest companies of this market are characterized. Then these companies are analysed and compared according to their marketing strategy. The end of the thesis is finished by questionable. The aim of the questionable is to qualify the marketing stimuli and to find the influence of the brand on the consumer buying behaviour. In the conclusion are summarized the most important detections. According to these detections references are proposed.
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Mary Kay brand influence on the purchasing behavior of customers
Teplá, Zuzana ; Hajdíková, Taťána (advisor) ; Hesková, Marie (referee)
The diploma thesis deals with the analysis of the influence of Mary Kay brand on purchase behavior of customers B2C markets thanks to the model customer-based brand equity and the model ColourMind using colour-word association method CWAT. Its aim is to evaluate perception of the brand and factors influencing behavior of customers. Theoretical part is focused on B2C markets, brand politics, customers and their attitude to shopping. Practical part deals with identification of Mary Kay company, analysis of determinants and evaluation of their influence on purchase behavior of customers.
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Buying behavior in the residential property market
Libánský, Lukáš ; Stříteský, Václav (advisor) ; Vávra, Oldřich (referee)
The subject of this thesis is the consumers behavior on the residential property market in the Czech Republic, focusing on the specifics of the capital city. Based on the original research, the main goal of this thesis is to reveal the typical behavior and issues of the customers when buying real estate in Prague and evaluate the customer purchasing behavior of young population, with a focus on the college students. The secondary goal is to identify the profile of consumers on the real estate market in the Czech Republic and to describe the subjects on the Czech real estate market. The research is based on both qualitative in-depth interviews and quantitative questionnaire surveys methods, providing a view of the problems of the real estate market from different angles.
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Consumer decision-making process on sporting goods market
Truksová, Lucie ; Filipová, Alena (advisor) ; Koudelka, Jan (referee)
This master thesis is focused on the analysis of consumer behaviour on the sporting goods market, especially cycling and skiing products. I connected and used in practice my long-lasting interest and experience in both those sports with my knowledge of consumer behaviour gained during my university of economics study. In the beginning of the thesis, there is described theory of consumer decision-making and market segmentation. The core part of the thesis is dedicated to analysis of research. Its goals are to gain complete overview about consumer behaviour on sporting goods market and about consumer preferences, to phrase typical consumer behaviour of cyclists and skiers, to compare their behaviour, find their common and different parts and deduce an appropriate recommendation for retailers.
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The purchase behavior of consumers of retail chain COOP
Lehká, Andrea ; Boučková, Jana (advisor) ; Procházková, Markéta (referee)
This thesis deals with the purchase behavior and habits of consumers in the retail chain COOP, particularly cooperative COOP Hořovice. The work consists of two main parts -- theoretical and practical. The theoretical part solves the issue of purchase behavior of consumer and the factors that influence on consumer during all phases of their purcasing decisions, from a general perspective. Regarding the solving issue work also provides information about private labels, which are typical for retail. Furthermore it includes basic knowledge of marketing research and its phases. The practical part is beginning with important data about the cooperative COOP Hoovice (history, basic information, offered services and private labels). Recommendations for improvements are based on the course of research and its results interpretation.
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External environment of the company
ŠTĚRBOVÁ, Petra
This thesis was focused on the theme: External environment of the company. The business was chosen during the preparation and give me necessary information. Researched business called Aerosol ? Service Ltd., place of business is in central Bohemian (Pletený Újezd). The main products of the company are polyurethane foams. This dissertation was divided into three pillars. The first pillar was oriented of the external surroundings of company. These surroundings were adequately described. The next step was survey, because was needed to profile customer satisfaction. Another important step was to analyze the strongest and closest competitors on the market. The second pillar was focused on farther surroundings professionally called macro surroundings. This part has been described by STEP analysis. From this analysis was evaluated several most fundamental and long-term factors. The last pillar was focused on foreign trade, which is for company the most important. 85 % of the all production goes abroad. Here was analyzed market of European Union and final effect was chosen two best companies according to set criteria to begin new business possibilities. The main object of the thesis was to analyze the external environment of the company. In my opinion, the main object fulfilled. New findings were found in the external environment, and they are designed to changes and recommendations.
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Purchasing Behavior Analysis of Consumers
Ježdíková, Renata ; Kovář, František (advisor) ; Harantová, Monika (referee)
This thesis is focused on the analysis of purchasing behavior of consumers in the furniture market. In the introductory part is defined the purchase behavior. There is described the cultural, social, personal and psychological factors that influence consumer decision-making, and stages of purchase decision making process. The following chapters describe characteristics of Czech consumers, specific methods of furniture retailers and evaluation of the furniture market in the Czech Republic. The last chapter is devoted to the results of a questionnaire survey concerning the purchasing behavior of consumers in the market of furniture and household accessories.
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Specifics of Consumer Behavior on Cultural Heritage Market
Johnová, Radka ; Koudelka, Jan (advisor) ; Zamykalová, Miroslava (referee) ; Beck, Jiří (referee)
Doctoral thesis Specifics of Consumer Behavior on Cultural Heritage Market is a market research based analysis of visitors of museums and galleries. The main goal of the work is to describe and segment the audiences, find out stimuli influencing visitor behavior, visitor motivation and lifestyle in order to suggest new marketing strategies attracting either new visitors or to turn occasional visitors into clients. The first part uses the theoretical microeconomic approach for analyzing the demand for cultural heritage; the price policy and price strategies of museums and galleries, and results in socially justified price of merit goods. The second part compares the Czech "consumer" of cultural heritage with an average consumer behavior in the same markets within the European Union and the U.S.A. The main part of the thesis consists of the research project based on quantitative descriptive research among museum and gallery visitors. The sample size is 543 respondents. Respondents were interviewed from September 2008 to March 2009 (personal intercept interview) in 25 organizations (from large and important institutions to small and regional organizations). The research project uses the nonprobability (convenience) sample of those who came to a museum, gallery or exhibition. The thesis results in the recommendation of marketing strategies for museums and galleries.
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