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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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Consumer behaviour of consumers in the store
ŠÍTALOVÁ, Sára
The aim of the diploma thesis is to describe the consumer buying behaviour in the store and to design changes in the spatial store layout. The first part of the thesis focuses on describing differences between consumer behaviour and consumer buying behaviour, approaches to the consumer behaviour and the factors, which influence it. An important part is also the purchasing decision-making process and the principles of space management. The second part of the thesis maps the current store layout and the evaluation of the questionnaire survey. Based on the results, the proposals for changes are made.
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Organic food on the Czech market
Zajícová, Petra ; Cimler, Petr (advisor) ; Fuchs, Jan (referee)
This bachelor thesis is focused on the theme of organic food. The aim of the thesis is to analyze attitudes and consumers buying behavior towards organic food with regard to intergenerational differences. This aim is achieved through a questionnaire survey. In the first chapter, organic food and organic farming are defined and further specified. The second chapter deals with the offer of an organic food at the selling points and determines the demand for organic food. The third chapter evaluates the results of the questionnaire survey.
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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.
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Buyer Decision Process on the Market of Electric Shavers
Frič, Peter ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
Buyer decision process is an important mechanism in the heads of consumers which leads them through purchase decisions. To understand behaviour of consumers, this process has to be analyzed and explained. Aim of this thesis is to analyze market of electric shavers in the Czech Republic and to determine key factors influencing purchase behaviour. Secondary and primary research are undertaken to reach the goal of the paper. In addition, five hypotheses are evaluated to verify author's expectations about the market of electric shavers for men in the Czech Republic. Analysis shows that consumers base their decisions about shavers mostly on performance and price. Though, majority of consumers do not buy shavers themselves, but receive it as a present from close family or relatives.
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