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Marketing communication as a factor influencing the purchase of OTC medicines in Slovakia and the Czech Republic
Mihálová, Petronella ; Rosenfeldová, Jana (advisor) ; Halada, Jan (referee)
The thesis deals with marketing communication and consumer behaviour in the context of over-the-counter medicines. The aim of the thesis is to define the factors influencing the purchase of OTC medicines by Slovak and Czech consumers. In the theoretical part, the thesis defines basic concepts in the field of marketing communication and pharmacy and introduces the Slovak and Czech laws on medicines and pharmaceuticals and laws on advertising. The thesis presents some of the most relevant research in the field of consumer behaviour in the context of pharmaceutical products and thus shapes the basic factors that consumers consider when purchasing over-the-counter medicines. Using surveys, it defines the information sources of Slovaks and Czechs, as well as the channels or social media they use the most. In the analytical part, the thesis offers a content analysis of the marketing communication of the over-the-counter medicine Detralex on the Slovak market and demonstrates the ways, means or channels through which marketing communication tries to influence the mindset of consumers. The content analysis is based on information from an interview with the project manager of Detralex on the Slovak market. Using its own research in the form of a questionnaire, the thesis defines the factors that influence...
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Influence of omission neglect phenomenon on perception of product and brand
Chovancová, Michaela ; Vranka, Marek (advisor) ; Báča, Ladislav (referee)
This bachelor thesis, titled Influence of Omission Neglect Phenomenon on Perception of Product and Brand, deals with the modern and quite unfamiliar issue of omission neglect phenomenon in the Czech Republic. Omission neglect (ON) refers to lack of sensitivity to missing or unmentioned information. The main focus of the thesis is to summarize the existing complex knowledge about the phenomenon and to confirm whether the effect of ON is present in consumer behaviour of Czech customers. The thesis is divided into a theoretical and a practical part. In the theoretical part, I investigate the topic of consumer behaviour and decision-making in relation to the ON phenomenon. Next, I deal with the topic of heuristics and cognitive biases the ON is part of. Then, I offer a definition of the term, describe its historical background, the influence it has on the decision-making process, and factors which have the tendency to decrease the impact of omission neglect. In the last part of the theoretical section, I summarize the most important studies on the ON effect. In the practical part, I replicate a study from 2014 which deals with different intensity of the ON effect on respondents with high and low contextual cognitive level in a specific product category. The purpose of my study was to confirm the influence of...
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Consumer behavior - comparison between the U.S. and Czech markets
Lopez Ramos, Jorge Andres ; Hořejší, Bronislava (advisor) ; Soukupová, Jana (referee)
The main purpose of this Diploma Thesis is to provide an overview of the Czech Consumer behavior and the American Consumer behavior based on the marketing parameters, economic elements and sociocultural dimensions that affect their purchase decisions. This thesis portraits the different purchase directions and preferences of the modern societies in USA and Czech Republic and the reasoning behind them therefore it will allow future investors and entrepreneurs to understand their business surroundings and make informed decisions towards specific objectives and targets in the both countries.
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