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How do differences between roles of men and women influence consumer behavior
 Strašáková, Lenka ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The main aim of this thesis is to observe dissimilarities between men and women. My survey is focused on differences among men and women especially in areas of perception of media, spending of free time, relation to some kinds of products and overall position of the men and women in the society. Methods that are used in this thesis are analysis of MML-TGI data, content analysis of television advertisings and interview. Results of all the three methods are summarized and evaluated in the end.
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