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Materialism among young Czechs and Slovaks in comparison with other countries
 Šefčíková, Natália ; Chytková, Zuzana (advisor) ; Koudelka, Jan (referee)
The Bachelor's thesis analyses the perception of materialism among young Czechs and Slovaks, and compares them with the researches undertaken in other countries. The theoretical part concentrates on defining terms such as materialism, consumer society and in this terms subsequently characterizes consumers in selected countries. Linking quantitative and qualitative methods of survey research used in the practical part focuses on the analysis of the Czech and Slovak youth to materialism. The goal is to give marketers the necessary information concerning materialism and on this basis help them to influence young people from different cultures in their favour, gain competitive advantage and streamline the marketing mix.
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