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The Use of New Knowledge about Generation Y for Their Inclusion into Business Practice
Kruntorádová, Markéta ; Dobřický, Josef (referee) ; Dohnal, Mirko (referee) ; Dohnalová, Zuzana (referee) ; Mikulec, Luděk (advisor)
Dissertation deals with Generation Y and its position in the corporate environment and in the labor market. The selected issue is very topical because of increasing structural and cyclical unemployment among young people. In preparing the dissertation, we departed from theoretical findings acquired by studying Czech and foreign monographs, articles published in journals, other electronic resources and, most importantly, primary research conducted. The main objective of the dissertation to gain new knowledge about Generation Y, which would lead to a more effective inclusion of young people (especially graduates) into practice with the use of new management methods in the adaptation and stabilization of a young employee in the job, with focus on future employees with economic expertise. In order to achieve the main objective, 4 sub-objectives and 4 research questions with relevant hypotheses were set. Based on an analysis of the theoretical basis and secondary data, a schema of adaptation and stabilization of a young employee was created. The primary research conducted then combines quantitative and qualitative approaches for the analysis and description of each part. The research results are presented in the form of partial conclusions characterizing each area as well as in the form of a summarizing conclusion placed in a broader context in a comparison with the determined state of current scientific knowledge. The dissertation includes contributions to science and research, business practice and teaching as well as a proposal of continuation of research activities.
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Current trends of the firm culture in construction company
Rychetský, Tomáš ; Lakuš, Jan (referee) ; Linkeschová, Dana (advisor)
This diploma thesis provides an overview of current trends in firm culture of companies and their context. The theoretical part specifies the field of civil engineering, defines the concept of corporate culture and enriches it with existing approaches to management and determination of the form of corporate culture. The empirical part includes research that identifies changes in corporate culture related to the Y, Z generations on the labor market, and to what extent they meet the requirements of the corporate environment. The result of the thesis is evaluation, SWOT analysis of "millennials" and proposals for solutions.
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Maximization the Number of Employees from Interns in the Selected Company
Urbánková, Petra ; Mazůrek, Tomáš (referee) ; Konečný, Štěpán (advisor)
The purpose of this master thesis is to determine recommendations that would help the Thermo Fisher Scientific Brno s.r.o. company to expand their employee base. The research attempts to determine the satisfaction of interns with working environment and find crucial factors that are considered by them to choose the future employer. The research is carried out on the basis of questionnaire survey and semi-structured interviews with interns from different departments. Based on the survey results and theoretical overview appropriate recommendations will be proposed and quantify to maximise the number of interns getting employed after finishing the internship.
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Model of Generation Y Customer on the Market of Banking and Other Financial Products in the Context of Behavioral Economics
Fojtů, Kateřina ; Dohnalová, Zuzana (referee) ; Rozmahel, Petr (referee) ; Vochozka, Marek (referee) ; Škapa, Stanislav (advisor)
The dissertation focuses on identifying a typical generation Y representative on the financial products market and, on the basis of these characteristics, creates a model of generation Y customer on the financial products market in the context of behavioral economics. Based on the literature research, the terms "generation Y" and "selected knowledge of behavioral economics" were defined. The literature research also led to creating a questionnaire that was used to obtain primary research data. Secondary research has characterized consumers on the financial products market. Secondary research focused on the form of payment; relationship to technologies; cash and cashless payments; relation to cryptocurrencies; relation to savings; digital banking transformation; financial behavior of Czech households. Primary research has focused on obtaining information in the field of behavioral economics, specifically the prejudices of the Czech generation Y; and on what financial market products the Czech generation Y uses and generation’s relationship to risks, provided information and satisfaction with products. Primary research data was used as input data for structural equation modeling. Because of this method, mutual relationships between selected products have been found; customer characteristics and heuristics. The benefit of this work lies in the characteristics of customers in the selected market. It is a sector that is slowly entering the digitalization period, and understanding the young generation, which now accounts for a third of its customers, is crucial for companies. If companies are not able to respond to the changing needs of the younger generations, they can lose their customers and hence revenue.
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Changes of Motivation and Mindset of Generation Y's Employees
Černý, Jiří ; Lideschová,, Dana (referee) ; Kruntorádová, Markéta (advisor)
The diploma thesis examines motivations and attitude of employees in terms of generation mixture. It focuses specifically on Generation Y, which is gradually becoming the main representation element of the generation mix in the workplace. The method com- bines the exploration of qualitative research (in-depth interview applying the techniques of neuro-linguistic programming) with quantitative (questionnaire construction). Based on the findings, with help of metaprogramming (MindSonar) framework, are identified elements of mindsets and values (metaprofiles) of employees of selected company. Then, there are described potentials of development of the company, that can lead to higher company performance.
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Percepce udržitelnosti na trhu s módou
Kocfeldová, Kristýna
The thesis deals with the consumer behaviour of Generations Y and Z in the fashion market and the issue of sustainability. The aim of the thesis was to analyse the behaviour of these consumers in the fashion market and to identify their perceptions and attitudes towards sustainable fashion. The analysis of primary and secondary data led to the achievement of the objective. Secondary data served to provide an overview of the current situation on the global and Czech fashion market and to identify the attitude of the subjects towards sustainability in fashion. Primary data was obtained through quantitative research in the form of a questionnaire survey (n=200) and qualitative research in the form of in-depth interviews with six representatives of generations Y and Z. The thesis also includes a cluster analysis through which three consumer segments were identified. Based on the findings, recommendations for fashion market entities were made in order to increase awareness of sustainability issues in fashion and to support the sale of sustainable fashion.
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Motivy spotřeby alkoholických nápojů u českých spotřebitelů
Černý, Tomáš
Černý, T. Motives of alcohol beverages consumption of Czech consumers. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis deals with the motives of alcohol beverages consumption in the Czech Republic. The main objective is the identification of consumer behav-iour in connection with the alcohol beverages consumption. Using secondary data, the thesis evaluates the state of consumption in the world and in the Czech Repub-lic. The questionnaire survey and the testing of the dependence of qualitative characteristics were used to find out the motives of alcohol beverages consump-tion and for the consumer segmentation. Recommendations for the consumption reduction were based on the information found.
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Percepce generace Y vůči různým intervenčním módům v oblasti plýtvání potravinami
Katrňáková, Kateřina
Food waste is a serious problem that more and more subjects have been focusing on recently. The consequences of food waste are reflected in the ecological, economic and social spheres. Even so, some consumers are still unaware of the role they play in creating food waste. For instance, in the survey was found out that 50 % of respondents believe that retailers and wholesalers are most to blame for food waste. But is it possible to influence millennials and their behaviour to reduce food waste? What is the appropriate form of intervention mode for Generation Y? Based on the results of the questionnaire survey, a suitable intervention mode was identified to influence Generation Y to reduce food waste. The intervention mode was empirically tested.
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Vliv ROPO efektu na nákupní chování spotřebitelů generace Y a Z na trhu s elektronikou
Beňo, Martin
Beňo M. Influence of ROPO effect on consumer shopping behaviour of generation Y and Z on the electronics market. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis deals with influence of the ROPO effect on the consumer shopping behaviour of generation Y and Z on the electronics market. The main goal is to propose marketing recommendations to increase attendance in the online or offline sales channel of retailers on the electronics marketing in the Czech Republic, based on the finding out whether and how the ROPO effect, or the reverse ROPO effect, affects the purchasing behaviour of consumers of the generation Y and Z in this market. To fulfil the goal, both secondary and primary data were used. Primary data was obtained through quantitative research using a questionnaire survey, which was supplemented with findings from qualitative research conducted using semi-structured in-depth interviews. The data was statistically analysed and based on the results recommendations were proposed for retailers on the electronics market in the Czech Republic using the 4P marketing mix.
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Erotické apely v reklamě a její percepce generací Y
Zemánková, Jolana
ZEMÁNKOVÁ, J. Erotic appeals in advertising and their perception by Generation Y. Master thesis. Brno: Mendel University, 2021. This master thesis focuses on the use of erotic appeals in advertising and their perception by Generation Y. Based on the evaluation of a questionnaire survey, eye-tracking research and an in-depth interview conducted across Generation Y, as well as the evaluation of an in-depth interview conducted with an advertising creator, the stated aim of the thesis was achieved, i.e. to make recommendations to advertising creators regarding the implications of erotic appeals within com-mercial messages when targeting Generation Y.
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