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The Segmentation the Czech Market based on the Donations to Non-Profit Organizations
Slezáková, Pavla ; Supa, Markéta (advisor) ; Koudelková, Petra (referee)
This bachelor thesis deals with segmentation of the Czech market on the basis of donating to NGOs. In the last few years NGOs have been facing harsh criticism and part of the public finds their activities worthless, which is one of the reasons the numbers of their contributors continue to decrease. This thesis aims to characterise the contributors segment of the market to help NGOs improve the targeting of their marketing and fundraising activities. The first part of the thesis defines the term of non governmental organisations, their legal and economic basis and some of the particulars of their marketing communication. The theoretic framework and primary approaches of market segmentation are also explicated in the first part. The second part of the thesis consists of a research based on analysing the MML-TGI data. The research aims to compare the groups of contributors and non contributors and discover the differences between them.
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Coffee culture and consumer bahaviour in the Czech Republic
Bäumeltová, Klára ; Zezulková, Markéta (advisor) ; Švec, Kamil (referee)
This bachelor thesis deals with the issue of coffee culture and consumer behaviour in the Czech Republic. The thesis is divided into the theoretical and practical part. In the first part, according to available sources, literature of scientific articles and studies, the theoretical framework of the whole study is presented, where the key concepts of consumer behaviour and culture are explained. The first chapter describes coffee and its brief history, the coffee market itself and important coffee producers and consumers. The second chapter of the theoretical part includes consumer culture and coffee culture in the Czech Republic and abroad. Thet third part defines consumer behaviour and consumers' behaviour models, factors influencing buying behaviour of consumers, purchasing decision process and typology of consumers. The practical part is devoted to the quantitative research and subsequent analysis of acquired materials. The aim of the thesis is to map the behaviour of consumers in the Czech Republic in relation to coffee and coffee culture. For the analysis of secondary data, the MML-TGI database from Median agency is used. The preferences of coffee consumers and the differences in consumer behaviour within the target group are identified. The results show significant differences among...
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Marketing segmentation of the elderly market
Spěváková, Kristýna ; Zezulková, Markéta (advisor) ; Halada, Jan (referee)
(Abstract) The bachelor thesis deals with the issue of marketing segmentation with a focus on the population over 55 years of age. First part of the thesis conveys the theoretical framework of this phenomenon, where key segmentation approaches are presented and segmentation itself is incorporated into a wider strategic framework along with targeting and positioning. At the same time, current topics and debates within the marketing segmentation are elaborated, with the emphasis on the controversy over the validity of the age-based segmentation of the elderly market. The practical part presents author's research based on data from the MML-TGI database, which aims at revealing the differences between the cohorts of the older population and at the same time it aims at characterizing these cohorts. Finally, another mission of the research is to confirm the assumption that the segmentation of the elderly population with age as an exclusive segmentation criterion without recognizing various differences between members of this group is not appropriate.
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Marketing strategy possibilities in a selected field
Radimerský, Martin ; Koudelka, Jan (advisor) ; Kolouchová, Daniela (referee)
The bachelor thesis deals with the possibilities of marketing strategy in the selected area, which is the sports shoes and apparel market. Its main objective is to analyze and evaluate the marketing strategy of two leaders of the market - Adidas and Nike, and based on this analysis, with the projection of the specifics of Czech market, to develop a marketing strategy proposal for the company newly entering the market. The theoretical-methodological part summarizes the current knowledge of marketing, defines the basic concepts and describes the methodology used for the elaboration. The practical part deals with specific brands, outlines their market position and analyzes the marketing mix. It also explores brand perception and marketing mix among Czech consumers using MML-TGI data and its own questionnaire survey. At the end, the marketing strategies of both brands are thoroughly evaluated and based on this assessment, with inspiration from the primary data analysis, a marketing strategy for the new company is created.
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The possibilities of the concept of corporate social responsibility and its using from the perspective of the smaller company
Žabová, Jitka ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
This diploma thesis is focused on CSR (corporate social responsibility), the possibilities of this approach, which are offered by the market and its using particularly from the perspective of the smaller companies. The aim of this diploma thesis is to propose a procedure for CSR application in a company Bisport s. r. o., which focuses primarily on boats renting, as well as other related services along the river Sázava based on analyzes of perception and the possibility of social responsibility. To accomplish this objective is using research of the literature and other secondary sources, the own analysis of the perception of the social responsibility consumers based on data MML-TGI available at the University, and then the information from internal company sources of Bisport s. r. o., where I work some years.
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Buying decision process in the market of mobile phones
Szelesová, Anita ; Koudelka, Jan (advisor) ; Čechurová, Lenka (referee)
The goal of the master's thesis is to analyse the buying decision process in the market of mobile phones and determine the phases of the buying decision process focusing on individuals in the Czech and Slovak markets. In the theoretical part the thesis focuses on different views on the buying decision process and presenting the factors that affect the process of decision making. In the practical part the greatest attention is dedicated to the research of the consumer buying decision process in the market of mobile phones based on data from MML - TGI and a questionnaire survey. The analysis realized on the basis of Microsoft Excel tables and charts. In the conclusion of the thesis the obtained results are summarized with focus on the phases of the buying decision process and its factors in the market of mobile phones and marketing suggestions.
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Consumer behavior in e-commerce
Hedrlínová, Alice ; Koudelka, Jan (advisor) ; Stříteský, Václav (referee)
This Thesis deals with the behavior of consumers when shopping on the Internet. The aim was to find out what factors influence the behavior of consumers when shopping online, how the consumers decide when shopping on the Internet and how they think that specific e-shop should look like. To obtain the necessary primary data, the technique of quantitative online interviews was used. Furthermore, the primary data were supplemented by secondary data obtained from research MML-TGI. Based on the analysis of primary and secondary data, a list of recommendations for new and established e-shops was made. Advice, how to become a successful Internet shop, were related both to arising and establishing e-shops, recommendations also focused on the facts, which payment methods and forms of transport should e-shop provide and how the website should look like.
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Possible orientation of consumer contests
Havránková, Klára ; Koudelka, Jan (advisor) ; Nemeškalová, Markéta (referee)
This bachelor thesis focuses on the topic of consumer competitions. The main aim of the thesis is to identify the attractiveness and potential of various types of consumer competitions, it deals also with the impact competitions have on consumers' purchase decisions. The bachelor thesis is divided into theoretical and practical part. The theoretical part provides the introduction to basic concepts related to marketing communication and sales support which includes consumer competitions as one of its forms. Moreover this thesis discusses the legislation, which regulates competitions and consumer trends, with which we recently in this sphere meet. The practical part consists of an analysis of secondary data MML-TGI and mainly from the analysis of data acquired from author's own survey, which was crucial for the work.
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Rock Fan as a Recipient of Marketing Communication
Palounek, Martin ; Riedlbauch, Václav (advisor) ; Stříteský, Václav (referee)
This thesis is primarily focused on collecting insights regarding rock music fan that can be applied to marketing communication. Its main aim is to describe how the rock fans are different from the major population in terms of descriptive characteristics, values, opinions and lifestyle. The points of parity and the points of difference are investigated on the level of rock sub-genres. The message, symbolism and main ideas present in rock music are examined, including historical and social context leading to the formation and development of the genre. We also tried to assign a specific archetype to rock and its sub-genres. We assume that rock fans are in some ways different from the rest of the population and that we are able to observe the differences on the level of sub-genres. However, we also expect that there are some points of parity symptomatic for all the rock genres. We suppose that artists and music marketers approach marketing communication mostly from the point of their own intuition and that they frequently use symbolism, historical references and archetypes in their way of communication. The research is comprised of three parts. First part is the analysis of secondary data from MML-TGI database by Median Research Company for year 2013. Used methodology: General analysis and cross analysis. The objective of the analysis was to determine differences between genres and subgenres in terms of descriptive characteristics, value system and verdicts about lifestyle. The next part of the research was the content analysis of notable rock album front covers for the purpose of deeper exploration of rock symbols. The last part of the research is comprised of interviews with music industry professionals who shared their opinion regarding genre characteristics, fans and marketing communication in real life.
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Marketing importance of body image
Hejtmánek, David ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
Body image is undoubtedly important in everyone's life. The main objective of this thesis is to find its importance for marketing. To achieve this goal, it was necessary to find out the society's opinions on the issue of beauty and body image, how do media picture human body and if there exists a difference between these two things. The first part of this theses consists of the historical development of the beauty ideal. It is followed by segmentation of Czech population, based on the data from the project MML-TGI, survey focused on beauty preferences and content analysis of lifestyle magazines. The findings support among other things the importance of beauty to most people, media's focus on extreme thinness for females and disparity between the presented ideal and people's preferences. The results lead to one conclusion: the importance of body image for marketing exists and is significant.
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