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Chování spotřebitele na trhu ovocných šťáv
 Jurčeková, Kamila
Jurčeková, K. The behavior of consumer on the market of fresh juices. Bachelor thesis. Brno: Mendel University, 2017. The bachelor thesis deals with behavior of consumers in the fruit juice market, especially with the behavior of consumers of Ugo Fresh Juice. The work consists of two parts. The first part contains a theoretical overview describing behavior of a consumer, purchasing decisions of a consumer, marketing environment, marketing mix and company image. In the second part the marketing mix is used to describe Ugo Fresh Juice and its competitors. A questionnaire survey identifies which factors affect behavior of a consumer when purchasing fruit juices and a typical consumer of fresh fruit juices can be identified. Recommendation for Ugo Fresh Juice is based on the practical part and describes how to attract new customers and how company can improve its services.
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