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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Analysis of the bitter spirits category and the perception of the brand Becherovka Original in the czech market
 Michelík, Martin ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The aim of the thesis is to analyse the bitter alcohol drinks market and to evaluate the brand image of the Becherovka Original on the Czech market and to suggest appropriate recommendations for improvements in perception of the brand amongst the younger generation of customers. The theoretical basis is defined to understand the terms as customer behavior, consumers buying process, brand elements, brand equity, brand value and brand image. In order to achieve the main objective the primary research was carried out. The research was provided by online customer survey. Based on the collected data the whole Czech alcohol market was analysed, with emphasis on the spirits market, especially on the bitter spirits category. Also, the brands marketing strategy was analysed. At last, the perception of the brand Becherovka Original on the Czech market was analysed. The data for the analysis were obtained by the theoretical basis and by the research. The conclusion contains suggested recommendations for the future prosperity of the brand.
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Marketing importance of Body image
 Michelík, Martin ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
Today's era depicts life of consumer society with the growing battle for customers. Every single person in this world wants to have a solid life and look pretty. Advertisements, which display handsome and slender people are all around us and they influence our consumer behavior. We tend to equilibrate these ideals by buying the most diverse products and even attempt to achieve the alleged feeling of happiness. This thesis is focused on Body image in which explains individual consumer behavior, its social and cultural predispositions and the type of beauty ideal portrayed and prefered by men and by women. It also explains self esteem, its image in the past and its influence regarding to media and advertisements. The aim of this work is to determine the most frequent elements of respondent's Body image, by using my research. And as a result define the most often presented ideal body image. I also analyze the effects of social networks on Body image of younger generation and to what extent it changes their normal habits.
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