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The influence of brand on consumer buying behavior
Aliapulios, Telis ; Vokáčová, Lucie (advisor) ; Ludmila, Ludmila (referee)
The diploma thesis concerns with influence of Apple brand on consumer buying behavior. The aim of thesis is to qualify the influence of brand on consumer buying behavior on smartphone market. From this conditions will arise the recommendations to Apple company, how is possible to bolster its position on mobile phone market. The theoretical part of thesis place emphasis on description of marketing mix, brand theory and consumer buying behavior. Practical part is based on studied secondary data. There is detailed description of Apple company its brand building strategy, situation on smartphone market with marketing instruments, that are used on this specific market. Quantitative questionnaire survey performed in electronical form creates a core of the practical part of the thesis and is preceded by qualitative pre-survey on seven iPhone users. Precisely 154 respondents participated on questionnaire survey that observed thoughts and judgements of questioned people about Apple brand. There are included opinions of owners, that own various smartphone brands and also respondents from the group of Apple iPhone users. The responses of both groups are in the chapter of appraisal results and conditions compared along with studied secondary data. These outcomes of questionnaire survey and secondary data are used as a framework to completion several recommendations for Apple brand and the whole company on this market. Almost three quarters of owners, that use all chosen smartphone brands, perceive the prices of Apple smartphones as overly high. Just as the first group evaluates the situation a bit more than half of the iPhone users, although inside this group is a lower sensitivity on Apple products price perception. One of the important recommendation for Apple company is to be more efficient in communication about the adjustment of its smartphone prices and pricing policy towards to consumers across the countries. It is necessary to obtain more consumers from a group of new Apple brand users and students. These expects the offer of cheaper smartphone in high quality medium category. In case of their satisfaction is there scope for Apple to offer them its premium smartphones in the top category.
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Czech cinema visitors: key segments and their media consuption behavior
Svoboda, Martin ; Karlíček, Miroslav (advisor) ; Hanzlík, Jan (referee)
The goal of this thesis is to find and describe regular visitor of cinema. Thesis also describes situation on the cinema market and identifies two latest key milestones of development of the market. Thesis describes group of regular visitors of cinema and defines two segments within it. These two segments are described from the lifestyle point of view, their opinions and media consumption. Thesis compares own results with the research Kino 2004 and find the development within the group. Thesis mines data from the widest commercial research done continuously in Czech Republic. Part of the thesis describing the visitor may serve as a answer to investor on question who will him target by advertising in cinema. The part about media consumption may serve to film distributors as a hint where it is best to target requested target group.
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Vnímání značky Hard Rock Cafe českými vysokoškolskými studenty
Polák, Ivan ; Karlíček, Miroslav (advisor) ; Vítek, Václav (referee)
The goal of this thesis is to understand perception of the Hard Rock brand in the Czech Republic among university students. Hard Rock Cafe Prague is a combination of a restaurant, bar, and rock club operated by the hospitality corporation Hard Rock International. The studied segment can be seen as a group of potential customers in long term, and this research should identify opportunities for growth of Czech guests. The thesis presents the process and results of Hard Rock brand research on the selected segment. The work is supported by theory of marketing of services, brand, and methodology of marketing research. The practical part includes two phases of research: qualitative and quantitative. Analysis of both phases and their implications on formulated hypotheses lead to conclusions regarding perception of Hard Rock brand by the studied segment. These are further analyzed to offer a number of recommendations for future marketing communication activities targeted towards the local customers.
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The analysis of shopping conditions and consumer behaviour in a particular city
Kadlecová, Martina ; Průša, Přemysl (advisor) ; Filipová, Alena (referee)
This thesis deals with shopping conditions and analysis of shopping behaviour of food store's consumers in the city Žďár nad Sázavou. The thesis describes theoretically and practically the retail network of the city. Then the work focuses on influences that effect the buying behaviour and defines the current retail trend in the Czech Republic. Further, the thesis continues with a research applied on consumers. Finally, the data are compiled from the questionnaire and compared together with respect to available market trends.
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