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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
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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Fenomén ROPO a jeho vliv na nákupní chování spotřebitele
 Tran, Trong Nam
The thesis deals with the phenomenon of the shopping behaviour ROPO (Research Online – Purchase Offline) and its impact on the consumer behaviour. Examines factors which lead consumer to use this approach when shopping. Furthermore, it also examines the influence of user reviews during the buying decision process. In literature review are described individual phases of the ROPO effect. The thesis itself deals with the processing of data from surveys, based on which are further suggested marketing activities which when using ROPO effect will lead to increase in the store traffic of the physical store.
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