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Vplyv retro marketingu na spotrebiteľské správanie a jeho využitie na trhu potravín v Českej republike
Balážová, Soňa
The diploma thesis deals with consumer behavior in the food market of retro products. The aim of the thesis is to propose marketing recommendations for the food market in the Czech Republic with regard to the use of retro marketing. In order to fulfil the objective, it was necessary to identify the factors influencing consumer behaviour. The data for the primary research were obtained by means of qualitative and quantitative research. Qualitative research was conducted via in-depth inter-views (n = 20) and quantitative research by questionnaire survey (n = 357). The results show that most Czech consumers are not familiar with the concept of retro marketing. Only half of them buy retro products. The feelings they experience with retro products are positive and are dominated by nostalgia and joy. The purchase of retro products is mostly influenced by the brand of the product, the consumer's me-mories and the quality. Consumers are also positive when a company refers to its history. They are also attracted by a re-clamation directed to the past, which makes them reminisce about the old days. The thesis concludes by proposing recommen-dations for businesses that leadto an increase in interest in retro products, contri-bute in increasing customer loyalty towards the companies, resulting in an increase in the business entities' sales.
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Retro brands and their influence on the consumer behavior of juveniles
Mihalíčková, Veronika ; Říha, David (advisor) ; Dumbrovská, Hana (referee)
This thesis is dedicated to the retro style, namely the Czech retro brands and what is their influence on the consumer behavior of juveniles. The theoretical part defines brand and especially the key term retro marketing. Next part focuses on the renewed Czech brands and it selects four specific examples of these brands. These brands are then analyzed in terms of their history and from the viewpoint of their current strategy. In the practical part, a quantitative research method focus group is made. The outputs of this research are then analyzed and the results are interpreted. The aim of the work is to determine whether the retro brands have any influence on the consumer behavior of juveniles. It also aims to reveal their specific motives for purchase, and whether these include aspects such as history, tradition and origin of the product.
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Analysis of the Re-launch of the Brand Lybar Focusing on Consumer Brand Perception
Burianová, Aneta ; Průša, Přemysl (advisor) ; Doležel, Lubomír (referee)
This final thesis focuses on retro brand Lybar from the perspective of Czech consumers. The main objective of this work is to determine whether and how consumer's view and opinion of the brand has changed after re-launch and introduction of a new modern sub-brand Lybar PROMISS. Theoretical part firstly defines the basic concepts related to brands and their re-launches. Secondly, it determines the phenomenon of retro marketing, key success factors and examples from practice. Analysis of a quantitative survey becomes the core of practical part. The key objective here is to compare consumer's view on brand Lybar before and after the introduction of a new, modernized Lybar PROMISS series. Based on the results of this research and sales data analysis, retro brand Lybar's re-launch success is evaluated and recommendations for future brand support are suggested.
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Renewed czech retro brands and their consumer perception
Ševčík, Josef ; Říha, David (advisor) ; Chytková, Zuzana (referee)
This thesis deals with the renewed Czech retro brands and how they are perceived by consumers. The theoretical part defines retro in relation to the brand and it is representing stories of such brands on the Czech market. In the practical part there is a research by form of focus group analyzed, which examines consumer perception of these brands across all age categories. The aim of this thesis is to explore the phenomenon of retro on the Czech market and see how it is perceived by consumers due to age and product category.
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Current Trends in Consumer Behavior
Mynařík, Jan ; Vávra, Oldřich (advisor) ; Černá, Jitka (referee)
This thesis deals with three selected current trends related to consumer behavior -- onslaught of retro products and retro marketing generally, changes in behavior related to electronic marketplace, and stricter demands for flawlessly designed products and services. Each trend is described and attention is given to driving forces of these trends, the ways they can affect consumers' lives and how they can be observed. The knowledge of the trends is then applied to determine how different groups of Czech consumers can be affected by those trends, thus giving businesses hints on how to incorporate the trends in the approach to their customers and monetize on them.
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