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The influence of brand on consumer buying behavior
Turečková, Ludmila ; Vokáčová, Lucie (advisor) ; Lukáš, Lukáš (referee)
The diploma thesis The influence of brand on consumer buying behaviour is focused on the market of mobile phones. The aim of this thesis is an evaluation of particular factors that affect customer´s buying decisions regarding mobile phones. The principle is to find out whether the affect of the brand predominates the price, availability, advertising, etc. The thesis includes six brands of mobile phones that, according to the secondary data, have the biggest market share. A part of this thesis is also a survey that ascertains opinions of respondents on mobile phones. Thanks to the survey we can evaluate what operation system is favoured by the customers and whether the size, manageability, price and screen size are important for them. The finding, if customers are affected by the advertisement, which buying spot they prefer and what experience they have with mobile phones, is also important. None of the cell phone brands received an extremely low rating, but at each of them were found certain deficiencies. The management of the cell phone producers should focus on product quality and maintaining long-term customer relations. Some of the producers should reconsider their pricing policy and stimulate their vendors to improvement of customer awareness and increase of sales.
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Use of correspondence analysis in marketing
TONDLOVÁ, Kateřina
At first for my bachelor thesis was conducted my own marketing research, which was focused on mobile phones. Respondents filled the questionnaire, which was previously created for this purpose. With this marketing research, I received information about what people expect from mobile phones, according to what type of the mobile phones are bought, how much money on mobile services and mobile devices are spent, which mobile operators are using and much more. Individual users of mobile phones were placed into groups either by age, occupation, income or any other character. Then I tried using correspondence analysis to determine whether there is any relationship between these groups and other features, such as how much money pay per call, what they expect from mobile phones, which operator they have, which brand of mobile phone are using, etc. With correspondence analysis, I have investigated the mutual dependence of the results, which were obtained in my own marketing research. Based on the results of correspondence analysis, I was able to recommend to mobile operators and manufacturers of mobile phones, on which user groups should focus on. Mobile phone manufacturers will be able, thanks to the recommendation, to improve the features and functionality of its products strictly according to customer requirements and might even increase sales of their products. When would be the mobile operators focus on those target groups that are based on the results of my work for them the key, they could then create a better and cheaper fares for these target groups. This could get affection of such groups and thus gain new users for its mobile network. When would these manufacturers and mobile operators to preserve in my recommendation, they could also save costs of mobile users for mobile services due to cheaper and better fares. Furthermore, the mobile phones should have their exact functions and features, which are required from them. This would be on the market of mobile phones and service satisfaction on both the supply and demand.
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