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In-store marketing targeted at children
Křivánková, Barbora ; Rosenfeldová, Jana (advisor) ; Moravcová, Hana (referee)
The bachelor's thesis focuses on the topic of in-store marketing targeted at children and how they perceive this communication. The theoretical part describes its principles and possible adaptations of its elements to children shoppers. It also discusses the development of children themselves and their social and cognitive abilities. It also addresses legislative restrictions and ethical aspects. The research part subsequently investigates how children aged 8-17 perceive marketing at the point of sale. The results of the quantitative questionnaire show that children's perception is relatively complex from the age of 8. There are only minimal and insignificant differences between the youngest and oldest children. The conclusions of the thesis can serve as a basis for further research and as a foundation for creating ethical rules and principles of in-store marketing.
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In-store Marketing Communication of Perfume Chain Sephora
Gajdučeňa, Darija ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main objective of this bachelor thesis is in-store marketing communication and its use in cosmetic stores. The theoretical part of the thesis deals with in-store marketing communication, the use of POP and POS tools, building the atmosphere at the point of sale and the use of sensory marketing to influence the consumer in stores. This briefly describes the cosmetics industry, its current form and the historical development of specific segments at the turn of the 19th and 20th century. The practical part of the thesis first introduces Sephora perfumery on a global scale, then focuses only on Czech stores. This is followed by a description of the common features of Czech Sephora stores and a description of two pre-selected stores on Václavské náměstí and Národní třída in Prague. The research part is devoted to the analysis of data obtained with the help of qualitative interviews conducted with customers of Prague Sephora stores. The aim of the thesis is to evaluate the use of in-store marketing communication in cosmetic stores.
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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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Výlohy obchodů s oděvy
Pichová, Martina
The diploma thesis deals with clothes windows displays and their influence on potential customers and their shopping customs and behaviour. Detailed interviews with potential customers (n = 36) and shop managers (n = 21) were used in order to find out opinions about windows displays. Preference tests (n = 30) were used as a complementary method. Thanks to the gained data it was possible to identify mistakes in creating windows displays and subsequently to formulate recommendations for an appropriate presentation of goods in clothes windows displays.
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Vplyv vône na dopyt po občerstvení v Slovenskom národnom divadle
Letašiová, Lucia
Letašiová, L. The influence of smell on demand for refreshments in The Slovak National Theatre. Bachelor thesis. Brno: Mendel University, 2017. In this thesis the influence of smell is examined using a sensory marketing in the attempt to sway the consumers' decision making in relation to choosing the refreshments in this cultural environment. The goal is also to identify other factors apart from the sense of smell that can be influential for the visitor in buying and to create a recommendation leading into higher sales and profit based on identified information. The research was held during two performances, when the visitors to The Slovak National Theatre were exposed to the influence of the scent and the purchase of selected refreshments was tracked. The outcome values were then compared to values gained during normal duty without the scent influence and analysed. The sale was increased in two out of three tracked items, a coffee and a strudel to be exact. Other factors that could have possibly influenced the outcome are mostly the limited time for sales or other scents indoors, as more of the people stated.
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Využití hudby ve vybraných typech prodejen
Kozáková, Ivana
KOZÁKOVÁ, I. The use of music in selected types of stores. Diploma thesis. Brno: Mendel University in Brno, 2017. The diploma thesis focuses on the use of music in selected types of stores. To evaluate the current state, store visits (n = 62) were selected. To find out how consumers perceive background music and how it affects them, a questionnaire survey, conducted in laboratory conditions (n = 104) and in-depth interviews (n = 41), were used. Respondents were aged 18-30 years. On the basis of the data obtained, the impact of music on the customer in the business environment was determined. There was no evidence of dependence between product price evaluation and the presence of reproduced music in a laboratory experiment. The research results enabled within the target group to formulate appropriate recommendations for the vendors.
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Faktory určující oblíbenost prodejny u zákazníka
Dudíková, Eva
This master thesis deals with the factors that influence a customer in a store and can affect its subsequent levels of popularity amongst consumers. It explores the psychology and behaviour of a customer and the individual elements that affect them in and outside of the store. The aim of this work is to make general recommendations for stores; what should they focus on and what should their attention be directed towards in order to make their stores popular among customers. In order to achieve this goal a qualitative survey was undertaken using in-depth interviews amongst 48 customers and 10 managers of stores. Additionally, a quantitative survey was undertaken through questionnaires sampling 468 customers.
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Vplyv vône ako nástroja zmyslového marketingu na rozhodovanie spotrebiteľa
Letašiová, Lucia
In this master’s thesis, the effect of smell as a tool of sensory marketing on consumer decision making is examined. The aim of the thesis is to describe the functioning of smell in a consumer decision making context and based on gathered data suggest possible recommendations applicable for selected culinary establishments that would serve to meet the needs of consumers as well as operators of these establishments. The case is demonstrated on an empirical study carried out in the Slovak National Theatre, whereby visitors were exposed to purposefully released smells over the period of two weeks. Consumer behaviour and revenues attributable to three selected items were observed over the studied timeframe. The collected data was subsequently compared to that of a counterfactual period in which no smells were being released. A statistically significant difference was observed in the sales of all three items examined, whereby the revenues stemming from coffee and strudel saw an increase, while the revenue from savoury pastry saw a decline. At the same time, it is necessary to identify potential factors that may have skewed the obtained data. Visitors have in their consumption process felt restricted primarily by a time constraint, which is necessary to take into account for long-term application of smell as a tool of sensory marketing, as well as for future research purposes.
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Olfactory marketing - the usage of natural and artificially spread aroma in retail stores selling natural cosmetics
Plachá, Linda ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The bachelor thesis "Olfactory marketing - The usage of natural and artificially propagated aroma in retail stores of natural cosmetic products" deals with the usage of olfactory marketing in the field of business and its influence on the customer. Thesis will be divided into two parts - theoretical and practical. The first chapter in the theoretical part, which deals with the brief characteristics and analysis of the current situation of in-store marketing, is an introduction to the theme of the whole work. The second chapter deals with the physiology of smell and emotional memory, which enables in-store marketing to use olfactus as a tool for effective sales promotion. History, principles and olfactory marketing in general are discussed in the last chapter of the theoretical part of this bachelor thesis. In this chapter, the text author deals in with the differences between artificially propagated and naturally fading smells at the point of sale. Olfactory marketing is belong to neuromarketing. Sensory marketing use human senses - taste, smell, sight and hearing. The practical part of the bachelor thesis is divided into four chapters. Each part deals with one of the examined brands and their shops. Chapters contain a brief description of selected brands - history, principles and ideas of the...
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