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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Purchase decision process in the energy dink market
 Pinková, Lucia ; Koudelka, Jan (advisor) ; Wenig, Julius (referee)
The aim of this Bachelor's thesis is the specification of consumer purchase decision process in the energy drink market and analysis of its phases including the influences that affect it. Furthermore the aim is to find out how Red Bull brand is being perceived by consumers in the Czech Republic. According to this information I will suggest marketing recommendations. The thesis is divided into the theoretical and methodological part followed by the practical part. The first section familiarizes readers with the theory of consumer behavior and purchase decision process. The second section describes the methods of marketing research, which are used in the practical part. The practical part is primarily focused on the characteristics of the Czech energy drinks market and as well it presents the RED BULL company and especially their marketing mix. The analytical part of the thesis is based on the results of the marketing research, which was conducted through a questionnaire survey. The outputs are supported by secondary data from the MML - TGI. In the conclusion of the thesis there is a summary of the findings and suggestions of the marketing recommendations to the RED BULL company.
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