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The impact of Fairtrade programmes on the consumption of private labels
HUBÁČKOVÁ, Petra
The main aim of this diploma thesis is to assess the impact of Fairtrade programmes on consumption of private label products in chosen retail chain. Important part of this thesis is to make suggestions to raise awareness of private label products with Fairtrade programme certification based on the found information. This diploma work has two parts - theoretical and practical. Theoretical part is focused on Fairtrade and Fairtrade programmes, private labels, marketing research and consumer behaviour. Practical part includes description of chosen retail chain - Kaufland v. o. s and their private labels in connection with Fairtrade programmes. Very important in practical part is marketing research. Marketing research was implemented in the form of and online questionnaire with 22 questions. The obtained data were analysed with MS Excel and software Statistica. Specifically, Pearson's chi-square test and correlation coefficient were used. Based on the analysis, the results were evaluated The main finding from the research is that awareness of Fairtrade programmes is generally low. The same situation is with using Fairtrade programmes at private label products. The main reasons for buying are taste and price. Next reasons are good feeling, environmental protection, good working conditions and others. From the survey were obtained other interesting information. In conclusion, people are not completely indifferent to Fairtrade and helping others, but awareness needs to be raised, which will lead to more help to producers and farmers in developing countries. Another benefit will be higher sales of products of private brands of retail chains with Fairtrade programme certification mark.
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Marketing Communication
Párová, Radka ; Kaňovská, Lucie (referee) ; Schüller, David (advisor)
The diploma thesis deals with marketing communication of a selected company Znovín Znojmo, a.s., which is operating in a scope of business of viticulture and winemaking. The diploma thesis is dived into three parts. The first one is theoretical part, which deals with theoretical findings on the issue, while it forms a theoretical framework for the analytical part. The second one is the analytical part, which describes the current state of the company as well as the marketing communication. The description of the company is accompanied by analyses of an environment and a survey. The third one is the proposal part, which describes proposals created to improve the marketing communication based on outputs of the analytical part.
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Marketing Mix of Healthy Juice Market in Selected Company
Josefi, Pavlína ; Kašpar, Karel (referee) ; Mráček, Pavel (advisor)
The main topic of the thesis is to analyze the current situation of the marketing mix for a selected company and to propose specific changes in this area. The proposed changes to the marketing mix respect factors influencing consumer behavior and could lead to increased competitiveness and new customers. The diploma thesis is divided into three main parts. The first part is called the theoretical basis of the work, the second part is an analysis of the current state and the third part contains its own solutions.
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National image as a factor of competitiveness of Czech products
Veselá, Jitka ; Kita, Jaroslav (referee) ; Zich, Robert (referee) ; Nétek, Václav (referee) ; Světlík, Jaroslav (advisor)
The presented dissertation thesis deals with the issue of national image and its influence on increasing of competitiveness of domestic producers in the domestic wine market. Customers are currently affected by many factors that companies try to use to gain their competitive advantage and strengthen their competitive position in the market. The thesis is divided into three main parts. The first part defines the main objectives of the thesis, as well as the milestones, through which the main objective is accomplished. Furthermore, the research assumptions, which are verified on the basis of statistical hypotheses, are defined here and in the end, the research methods that will lead to the fulfilment of the main goal of this work are defined. This work combines several approaches to achieve the most accurate results. The second part summarizes the current literature point of view on the main topics of the work. It is divided into three sub-units, the first unit focuses on the definition, measurement and shaping of the national image. The second sub-unit deals with consumer behaviour, models of consumer behaviour according to the traditional and the modern concept and using online media to influence customer attitudes. The third sub-unit describes the concepts of competitiveness which are available in the literature. The third part is the research part. The research is carried out in the area of customers, producers and external organizations that are involved in raising awareness of domestic products of the wine industry on the domestic market. For each of the areas the key findings are set out at the conclusion, which are then followed by the creation of the concept of competitiveness usable in the wine industry and the creation of functioning communication models tailored to the specifics of the wine market.
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Company Marketing Strategy
Kocourková, Jana ; Svoboda, Martin (referee) ; Schüller, David (advisor)
This diploma thesis deals with issues concerning marketing strategy of a new product at Provident Financial, s. r. o. The main grounds for the new product and appropriate proposal of marketing strategy are the figures acquired on the basis of theoretical findings and application of chosen marketing methods. The outputs of the thesis is the new product and the specific proposal of component parts regarding marketing strategy.
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Spotřební chování v oblasti m-commerce
Křivák, Martin
Křivák, M. Consumer behaviour in m-commerce. Diploma thesis. Brno: Mendel University, 2023 The thesis deals with consumer behaviour in m-commerce (mobile com-merce). From primary research using a questionnaire survey, it is found that con-sumers perceive the biggest advantages of m-commerce as the ability to shop any-time, anywhere and convenience. On the other hand, they perceive difficult adapta-tion by older people and limited physical contact as the biggest disadvantages. The factors that most influence consumer behaviour are price, supply and availability and user-friendliness. It is also found that consumers mostly purchase goods or services from the following categories: food, beverages and pet food, clothing and accessories, and electronics. Using cluster analysis, consumers are divided into four segments and recommendations for retailers are identified for each segment.
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Chování spotřebitelů na trhu s alkoholickými nápoji
Novák, Jan
The diploma thesis is focused on consumer behaviour on the market for al-coholic beverages in the Czech Republic. The goal is to identify the key factors that influence consumers to consume alcohol. Using secondary data, the market for alco-holic beverages was analyzed with a focus on average alcohol consumption and in-dividual types of alcoholic beverages. At the same time, a questionnaire survey of respondents was added, and the results of the work revealed differences in the rea-sons that lead to the consumption of alcoholic beverages, including the influence of cultural, family and economic factors. The actual work includes the segmentation of respondents using cluster analysis and their division into five clusters according to differences in consumption behaviour, at the same time it is supplemented with rec-ommendations aimed at reducing alcohol consumption in the Czech Republic.
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Dopad energetické krize na chování spotřebitele v oblasti stravování
Majerová, Jana
This Bachelor theses focuses on the impact of energy crisis on consumer be-haviour in food consumption. The theoretical part describes concepts related to consumption behaviour. Theoretical part also includes energy crisis description, its development and impact on consumer. Practical part includes the analysis of results of the questionnaire survey.
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