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Neuromarketing and its use in a selected international company
Balogová, Lenka ; Chylíková, Hana (advisor) ; Pajkošová, Erika (referee)
Neuromarketing is a relatively new discipline at the intersection of neuroscience and psychology that aims to use the knowledge about the brain and its functioning to more efficient marketing strategies. The purpose of the thesis is to familiarize with the term neuromarketing and introduce its application on a specific example, an international company, Henkel. Since the companys existence, Henkel has built a strong position in the market and its products are known to all of us.
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The Influence of Corporate Social Responsibility on Consumer Behaviour
Iľková, Zuzana ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
There has been a lot of literature written about the concept of corporate social responsibiilty (CSR). However, not enough attention is paid to the impact of this concept on consumer behavior. Based on reference literature, empirical research, and the author's own research, this thesis examines and analyzes the influence of CSR on consumer buying behavior through awareness, perception and evaluation. It is also focused on the factors that influence the incorporation of CSR into the buying criteria. This thesis attempts to answer the question, whether the CSR is taken into consideration by buying decision making, or not.
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Vnímání letákových kampaní spotřebiteli a návrhy na jejich optimalizaci
Zachrdlová, Lenka
This bachelor thesis is dealing with leaflet campaigns of subjects operating in the market with food products in Czech Republic. It analyses consumer perception of these leaflet campaigns, defines, how are they dealing with these, how the consumers are affected by these and describes their preferences from the perspective of this issue. Thesis gives to subjects single recommendations on the base of detected results from primary and secondary sources. Primary data was obtained from questionnaire research. In conclusion the segments of customers was defined, for which were leaflet campaigns suited.
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Komparace spotřebního chování Čechů a Finů při nákupu potravin
Polešovská, Lucie
POLEŠOVSKÁ, L. The comparison of Czech and Finnish consumer behaviour focused on food products. Bachelor thesis. Brno: 2013, FBE Mendel University in Brno. This bachelor thesis analyses the purchasing behaviour of consumers on the food market in the Czech Republic and in the Republic of Finland. It focuses on the differences in purchase decisions. It examines the attitudes which lead consumers to choose products with national markings and defines the factors which have influence on buyer. Furthermore, it determinates the current state of national marking and composition of stores in Finland and in the Czech Republic.
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Vliv reklamy na spotřebitele při volbě mobilního operátora
Kubičíková, Zuzana
This thesis deals with the influence of advertising of mobile operators on consumers and their deciding about the choice of the mobile operator. A research was conducted on a sample of 565 respondents. The data were processed and analysed using the statistical software Statistica 10. from the results of the research a perception of the advertising campaings was evaluated by the consumers, recommendations for improving the effectiveness of advertising campaigns on consumer preferences were proposed and a specific advertising campaign and economic evaluation was assessed. The research showed that there is an impact of advertising of mobile operators to consumers. Consumers decide about the operator primarily by the price and special offers.
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Body image and its role in the specific subculture
Bátorek, Miroslav Štefan ; Pešek, Ondřej (advisor) ; Křítková, Soňa (referee)
Bachelor thesis provides a complete and comprehensive perspective on body image - what are the factors of its formation, its forms and its consequences, particularly the ways and possibilities of its use in marketing practice. The main focus is body image in the gay subculture. The aim of this work is to identify and explain the role of body image in this specific subculture and its influence on the behavior and decisions of individuals in this subculture. The research results will be compared with the results of foreign studies on this topic, it will prove or disprove the possibility of their application in the Czech environment.
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DESIGN AND APPLICATION OF REGIONAL FOOD BRAND
KREJČOVÁ, Kristýna
This bachelor´s work is focused on a creation and use of regional food brands. It´s point to the importance of brand to consumers and what is consumer´s altitude to the brand. The work inspects, how the production of successful brand is important. The conditions for reaching the brand ,,Regional food´´ for small and medium food companies are in the content. The practical part is focused on a questionnaires, which were hold in South Bohemia. Thanks to respondents we can know something about using of regional brands of food in regional consumers trade and about the impact of brand to consumers.
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Analyzing the biscuits market at in-store area
Worbisová, Michaela ; Zamazalová, Marcela (advisor) ; Stříteský, Václav (referee)
The main aims of this diploma thesis were to analyze the biscuits market at in-store area and to give some recommendations to Kraft Foods company, how to communicate in this media type in future. The diploma thesis consists of theoretical and methodological part and practical part. In the theoretical and methodological part, there are described terms related to the market, analysis of the market, customers' behaviour - its types, process and influencing factors. Also in this part the in-store communication, the subject, process and methods of marketing research are explained. The practical part is based on the theoretical and methodological part. It includes information about the biscuits market, Kraft Foods company, their competitors and customers. The Nielsen, Admosphere, MML, U&A data analyzes and author's own research, were realized and their results are summarized in this part. Author's own research was done by monitoring in-store areas in 6 hypermarkets and supermarkets. The results of all analyzes and of author's own research are summarized in the chapter Conclusion. Also the recommendations for Kraft Foods company are to be found there.
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The role of consumer contests in commercial communications
Pokorná, Kristýna ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The thesis deals with the role of consumer contests in commercial communications. The aim of this thesis is to assess their role in communication mix. The theoretical part analyzes consumer contests as one of sales promotion tools and describes their specific features. The practical part stems from my field research and examines whether consumer contests have any impact on purchase decision and on brand awareness.
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Marketing research for a chosen company
MAREŠ, Petr
The topic of this diploma thesis was: Consumer marketing research for a chosen company. The research was done for the supermarket Albert. The aim of my thesis was to find out how opening of the commercial - traffic centre ``Mercury centrum{\crqq} has influenced shopping decisions and customer behaviour with respect to the supermarket Albert and, eventually, to propose a solution. I tried to analyse the marketing research process in detail in the theoretical part of my thesis. I tried to analyse the individual steps in detail and I followed these theoretical rules when working up the practical part of this thesis. Further, I dealt with the issue of shopping behaviour and consumers{\crq} decision-making process. In the practical part of this thesis I investigated shopping behaviour of both current and potential customers of the supermarket Albert using the marketing research. In order to acquire necessary information I decided for a personal attitude through questioning as it is supposed to be the most universal way of questioning. Randomly stopped people who went down the Lannova třída answered the questionnaires. I used computer software Microsoft Excel and Statistica 6.0 for evaluating the collected data. After evaluation of the gained data, I tried to propose some solutions that might lead to re-increase in revenues of this supermarket. Predominately I proposed steps that should make the current customers do their shopping more frequently and on a larger scale. Moreover, I believe that the supermarket Albert should try to lure new customers especially of the ranks of the students of the Faculty of Education.
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