|
|
Consumer behavior on the Czech online grocery market
Kaprálová, Tereza ; Průša, Přemysl (advisor) ; Asmalovskij, Alexandr (referee)
The aim of this bachelor thesis is to identify the attitudes of Czech consumers towards online grocery shopping. In case the consumer has a personal experience with buying groceries online, then the aim is to find out what his experience is. In order to identify the attitudes and experiences a questionnaire survey executed by the author is used. Based on the findings of the survey recommendations for the sellers are created, which contain advice on what to focus more on. The theoretical part focuses on the theory of consumer behavior and e-commerce and presents statistics on this topic. The thesis includes consumer segmentation based on consumer behavior and also segmentation of online consumers. One whole chapter is dedicated to the Czech online grocery market, deals with the differences between sellers and compares their services.
|
|
|
Marketing on Instagram
Florián, Patrik ; Kubálková, Markéta (advisor) ; Asmalovskij, Alexandr (referee)
The thesis focuses on the marketing benefits of using social network Instagram. It describes the functions of the app and the usage of commercial subjects. The thesis demonstrates the successful model by using the best practise method. On other example cases, readers can learn how to implement partial marketing goals and how to analyse outcome data. Based on the gained information, it suggests a general instruction, how to successfully use Instagram as a marketing tool for companies and other projects.
|
|
|
Crowdfunding
Sotonová, Adéla ; Kubálková, Markéta (advisor) ; Asmalovskij, Alexandr (referee)
This bachelor thesis deals with reward crowdfunding, current crowdfunding providers and factors of success of the crowdfunding campaign. The thesis is divided into three chapters. The first theoretical chapter deals with the historical context of crowdfunding and its advantages and risks. The second chapter contains a comprehensive overview of the most famous crowdfunding providers in the Czech Republic and the world. The third chapter is practical and deals with factors of success. The aim is to find the factors that lead to the success of the reward crowdfunding project in the Czech Republic and illustrate these factors on real projects. This chapter also summarizes research findings, which was executed in the form of structure interview with participants of successful projects.
|
|
| |
|
|
Commercial communication of RED BULL on the Czech market
Gavrilova, Polina ; Průša, Přemysl (advisor) ; Asmalovskij, Alexandr (referee)
Cílem Bakalářské práce je definovat komerční komunikaci společnosti Red Bull GmbH na českém trhu. Teoretická část práce pomůže pochopit druhou, praktickou část. V práci bude čtenáři krok po kroku představena značka Red Bull a její skrytá identita ale také obraz v očích konzumenta. Umožněné to bude analýzou postavení společnosti na českém trhu, spolu s jejich jedinečným a originálním způsobem komunikace. Dále realizace případové studie Red Bullu se uskuteční skrz primárního výzkumu, který sloužil jako hlavní zdroj informací.
|
|
|
Vlyv Reklamy na Chování Spotřebitele
Probstnerová, Laura ; Průša, Přemysl (advisor) ; Asmalovskij, Alexandr (referee)
The purpose of this study was to analyze, how different factors have an influence on consumer behavior and their decision making. In the theoretical part, advertising as a part of commercial communication is discussed, along with consumer behavior and the decision making process, namely factors that influence it, such as social, personal and psychological. Further, the psychology of advertisement is described in terms of brand, its equity and measures affecting the brand preference, and how does a brand create artificial needs. The empirical part is based on the analysis of a brand Apple. Closer look is taken at its identity and marketing strategy, as well as some examples of advertising. The empirical part includes own research based on data collected from self administered survey, concerning the smartphone brand preference among consumers. It is focusing specifically on Apple and its biggest rival, Samsung. The findings showed, that a brand with higher brand equity in the form of brand awareness and identity will be preferential in the purchase decision making process, especially among Millennials, which in this case turned out to be Apple.
|
|
|
Brand piracy (and its impact on intellectual property)
Suková, Adéla ; Sadílek, Tomáš (advisor) ; Asmalovskij, Alexandr (referee)
This bachelor thesis deals with brand piracy which is very extended term these days. The main purpose of this thesis is to refer to this issue, and to evaluate impacts on intellectual property of cheated original companies, and how much are also other market participants influenced. The other intention is a presentation of five concrete cases that are written by instrumental study case form, where it is important to understand the theoretical questions, that are described in the theoretical part of this thesis. This bachelor thesis is divided into a theoretical and a practical part. In the first chapter of the theoretical part, there will be described general information about brand policy. Brand is very important and valuable criteria, which significantly influences purchase and consumer behaviour and the product pirates are truly aware of that. The theoretical part of this thesis also focuses on the global piracy typical attributes, which are characteristic and common for most of real cases. The second part of this thesis is basically oriented on terms that are connected to the topic of the intellectual property and the patent law. In the third part, especially in the practical one, there are mentioned five different practical (real) cases of brand piracy that happened in the past. These cases will be described in detail and briefly analysed afterwards. Conclusion then includes general summarization, realized findings and some own suggestions that could be helpful by solving this brand piracy issue.
|
|
|
Marketing Strategy of a New Watch Brand for the Czech Market
Vláhová, Alžběta ; Průša, Přemysl (advisor) ; Asmalovskij, Alexandr (referee)
As a part of the Jasněna Vláhová s.r.o. company's strategic planning, considering unsufficient satisfaction of the young customers by the current offer, there arose an idea of creating a completely new brand called SUNDAY ROSE. It puts emphasis on a memorable design and an experience given by the remarkable shopping atmosphere, which the target audience requires. This thesis contains a comprehesive marketing strategy for this brand, a design of its marketing mix, which is in several parts devided into B2B and B2C segments. At the same time, it suggests changes for the company's current product lines.
|
|
|
The Specifics of Private Labels
Fiala, Tomáš ; Průša, Přemysl (advisor) ; Asmalovskij, Alexandr (referee)
The thesis deals with the phenomenon of retail chains´ private labels and their specifics. The aim is to determine which retailers occupy the leading position on the private brand food market and through qualitative research eventually define whether there is a difference in the quality of comparable private brands that are currently being offered by the retail chains. The theoretical part of the thesis deals with the definition of the brand concept, its functions and specifics and on the general concept of private brand market. I also characterize the retail market in the Czech Republic and its own brands among the retail chains.
|
guest ::
