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Výběr maloobchodního formátu u rychloobrátkového zboží
Brydláková, Veronika
The diploma thesis deals with consumer behavior in the purchase of fast-moving consumer goods and the choice of retail format for these purchases. The aim of the thesis was to characterize the behavior of customers in the market for fast-moving goods such as food, drugstore goods etc. and to identify factors that influence the choice of the place of purchase. Based on secondary data, an analy-sis of the market in the Czech Republic was carried out and a questionnaire sur-vey was also carried out in order to determine the behavior of consumers when purchasing fast-moving goods. The obtained data were further assessed using the Excel program and the statistical program Statistica 14. The results of the ques-tionnaire survey highlighted the growing popularity of discount stores and su-permarkets and the factors that influence the choice of store, particularly store availability and price. Based on the findings, recommendations were formulated for subjects operating on the Czech market.
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Analysis of brand internal cannibalization due to promo mechanics
Böhm, David ; Reisnerová, Soňa (advisor) ; Dvořák, Marek (referee)
The aim of this thesis is to compare various promo mechanics taking into consideration their behaviour to the same non-promo product or a group of products (cannibalization). The sales volume increase in promo weeks compared to non-promo weeks is the second studied quantity (uplift). The analysis is calculated on the data acquired from the sales of biscuits in 2007 and 2008. The data show sales volumes in separate weeks and markets divided by applied promo mechanics (Bonus Pack, Limited edition, Multipack, Upsize, Temporary price reduction or without promo mechanics) and estimated sale volume that would be sold without promo mechanics (baseline). Products are sorted into categories according to the product properties, price and sales volume in non-promo weeks. The promo mechanics' behaviour is studied on these categories. The results of the analysis will be used as a base for future promotion strategy. The end of this thesis deals with approximation of the distribution function of cannibalization and uplift and reciprocal relation of these quantities.
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Nákupní chování domácností v oblasti rychloobrátkového zboží
Frýdl, David
This diploma thesis is focused on buying behaviour of households in fast moving consumer goods in Czech Republic. The main objective of this thesis is to find out how the differences are manifested in the purchasing decisions of households of different sizes and structures in fast moving consumer goods and to formulate recommendations for entities operating on this market based on the findings. First, the secondary data was collected. To achieving the objectives of the thesis also in-depth interviews were conducted (n = 31) and questionnaire survey was carried out (n = 404). Quantitative data were being collected from September to the end of October 2018. Research brought interesting insights into the key factors in the selection of the stores and shopping habits of the households of different sizes and structures related to buying fast moving consumer goods. Marketing recommendations were prepared for retailers in the fast moving consumer goods on the basis of the findings.
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Business of the vietnamese community in the Czech Republic in FMCG
Nguyen, Hue An ; Cimler, Petr (advisor) ; Zeman, Jiří (referee)
The aim of this bachelor´s thesis is to characterize business of the vietnamese community in FMCG in the Czech Republic. The thesis has three parts. The first part follows up migration of the Vietnamese to the Czech Republic, the development of the number of the Vietnamese and economic activity the vietnamese community. The second part of the thesis describes vietnamese shops, way how they purchase goods, chosen contract alliances and an example of one vietnamese shop. The last part of the thesis is the practical part, which is made up by evaluation of a questionnaire survey. The aim of this part is to find out the attitude of customers to vietnamese shops with food.
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Retail trends in the Czech Republic
Kolmačková, Zuzana ; Cimler, Petr (advisor) ; Průša, Přemysl (referee)
The diploma thesis deals with six retail trends that influence significantly food retail chains located in the Czech market. It includes (1) trend in structure of stores in terms of sales area surface, (2) trend in investment in store remodeling, (3) trend in grocery offer supporting Czech regional products, (4) trend in offering healthy grocery, (5) trend in innovation technologies in stores and (5) integration of e-shops and stores. The diploma thesis analyses these trends relating to consumer behaviour via questionnaire survey. Practical contribution of the thesis is to complement existing researches with additional knowledge and possible recommendations that can be used from retailers side.
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Analysis of brand internal cannibalization due to promo mechanics
Böhm, David ; Reisnerová, Soňa (advisor) ; Dvořák, Marek (referee)
The aim of this thesis is to compare various promo mechanics taking into consideration their behaviour to the same non-promo product or a group of products (cannibalization). The sales volume increase in promo weeks compared to non-promo weeks is the second studied quantity (uplift). The analysis is calculated on the data acquired from the sales of biscuits in 2007 and 2008. The data show sales volumes in separate weeks and markets divided by applied promo mechanics (Bonus Pack, Limited edition, Multipack, Upsize, Temporary price reduction or without promo mechanics) and estimated sale volume that would be sold without promo mechanics (baseline). Products are sorted into categories according to the product properties, price and sales volume in non-promo weeks. The promo mechanics' behaviour is studied on these categories. The results of the analysis will be used as a base for future promotion strategy. The end of this thesis deals with approximation of the distribution function of cannibalization and uplift and reciprocal relation of these quantities.
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Master Data Quality and Data Synchronization in FMCG
Tlučhoř, Tomáš ; Chlapek, Dušan (advisor) ; Kučera, Jan (referee)
This master thesis deals with a topic of master data quality at retailers and suppliers of fast moving consumer goods. The objective is to map a flow of product master data in FMCG supply chain and identify what is the cause bad quality of the data. Emphasis is placed on analyzing a listing process of new item at retailers. Global data synchronization represents one of the tools to increase efficiency of listing process and improve master data quality. Therefore another objective is to clarify the cause of low adoption of global data synchronization at Czech market. The thesis also suggests some measures leading to better master data quality in FMCG and expansion of global data synchronization in Czech Republic. The thesis consists of theoretical and practical part. Theoretical part defines several terms and explores supply chain operation and communication. It also covers theory of data quality and its governance. Practical part is focused on objectives of the thesis. Accomplishment of those objectives is based on results of a survey among FMCG suppliers and retailers in Czech Republic. The thesis contributes to enrichment of academic literature that does not focus on master data quality in FMCG and global data synchronization very much at the moment. Retailers and suppliers of FMCG can use the results of the thesis as an inspiration to improve the quality of their master data. A few methods of achieving better data quality are introduced. The thesis has been assigned by non-profit organization GS1 Czech Republic that can use the results as one of the supporting materials for development of next global data synchronization strategy.
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Schopnost spotřebitelů reagovat na cenové slevy rychloobrátkového zboží
Brabencova, Eliska ; Král, Petr (advisor) ; Lhotáková, Markéta (referee)
Main goal of this Master's thesis was to evaluate how price reductions influence consumers' likelihood to purchase FMCG products in connection to brand loyalty. Czech customers are characterized by high sensitivity to sales promotions. This thesis is focused on analysis of price discounts of shampoos in the Czech Republic. Leaflets of main retailers selling drugstore products were researched in order to describe the frequency and discount depth of shampoos. Customers' behaviour while buying shampoos and their attitude towards price discounts of shampoos were examined through a questionnaire. Main hypotheses that shampoos are discounted very frequently and of significant depth were confirmed. To conclude, customers' likelihood to buy shampoos increases heavily with discounted prices and some of the customers even believe that it is not worth buying shampoos for full prices.
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