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Meaning of Consumer Behaviour Changes Related to Transition from Student Social Role to Employee Social Role
 Záleská, Eva ; Šanderová, Jadwiga (advisor) ; Jeřábek, Hynek (referee)
The thesis deals with the changes related to shift from university to first serious job. We have tried to find out how do graduates and university students reflects possible changes related to this situation with focus on changes in consumption behaviour. The theoretical part is based on theories of practices with their representatives Pierre Bourdieu and Alan Warde. Also approach of Mary Douglas and several classical approaches to consumption (e.g. Thorstein Veblen's conspicuous consumption etc.) and approach to reference groups theories are presented as a theoretical background of the thesis. The research is based on qualitative interviews with graduates or university students who have started to join their first serious job. All interviews have been conducted with Prague residents who work in commercial companies in Prague, their position have been often related to marketing area. The main finding is that the respondents perceive their social status as higher than before, they have started to follow practices related to their work team which have manifested also in the change of some of their consumption patterns (connected with e.g. eating, travelling, car purchasing and using). They have also different level of need to be integrated of the work team. This need is based on the age composition...
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