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Advertising and Its Influence for Consumers
Daněk, Jan ; Chloupek, Pavel (referee) ; Navrátilová, Ludmila (advisor)
In theoretical part this thesis is focuses on the concept of advertising, its history, divisions of advertising and advertising media and also on consumers and consumer behavior and factors which affecting buyers behavior. Practical part of thesis is focused on the analysis of consumer behavior, specifically in the area of energy drinks. There was conducted research, which results will help to improve marketing communications of Red Bull company.
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Vliv socioekonomických charakteristik vybraných obcí na dojížďku obyvatel za nákupy zboží denní potřeby
Henešová, Sára
The aim of the study was to determine the impact of socio-economic indicators on the commuting patterns of residents of three selected municipalities for the purpose of purchasing daily necessities. To achieve this goal, questionnaires were used, which I obtained in cooperation on the project TAČR TL05000558. The research focuses on analyzing the factors that influence the distance and time required to travel to the nearest supermarket, grocery store or other retailer of daily necessities. The socio-economic characteristics examined include age, transport accessibility of the municipality, and the size of the municipality.
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Chovane spotrebiteľa pri online nákupe potravín
Smrečková, Natália
The Diploma Thesis sought to generate proposals and recommendations for online food suppliers to help them boost their market success. Primary and secondary data were used to evaluate the features of buying behavior and the influence of the Covid-19 pandemic on online food shopping. According to primary research, 70% of respondents have prior experience with internet buying. Sixty percent of those remaining are in favor of using the service in the future. As a result of addressing this issue, segments have been defined for which communication strategies for online food sellers have been devised.
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The effect of influencers on generation Y and their impact on its shopping behavior
Divišová, Klára ; Hejlová, Denisa (advisor) ; Miessler, Jan (referee)
This master thesis analyses the effect that online influencers have on the shopping behavior of Generation Y. Conclusions will be formed through examining qualitative research, gathered from a sample of Generation Y candidates living in the Czech Republic, in regard to how the candidates perceive influencers and their recommendations. Theories relating to the reliability of influencers, due to paid cooperation, will be studied to determine whether online users prefer classic forms of promotion. Generation Y was selected as there is evidence to suggest they are the last generation to grow up without online influencers present. The emphasis was mainly on their attitudes, opinions and real experiences. This master thesis will be divided into three areas; literature review, methodology and findings. The purpose of the literature review will be to evaluate existing theories and allow conclusions to be produced from the chosen research topic, electronic resources and professional articles were determined as reliable sources. The methodology explains the process of how the data was collected and analysed, primary research of qualitative data was collated via ten semi-structured interviews from carefully selected candidates. The findings section of this thesis will explain in detail the conclusions drawn...
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Attitudes of Generation Y to Fashion Comsumption: The Zara Case
Feiglová, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The purpose of this thesis is to investigate Generation Y's attitudes towards fashion consumption through the example of Zara. Generation Y is nowadays a significant segment of customers on the market and as the previous reports and studies shows, they think in a different way than previous generations. That means they also have specific shopping patterns, that are also applied when they shop fashion. Today, given that the market is dominated by fast fashion retailers, fashion is associated with cheap products that are accessible to everyone. The demand for new clothing is constantly increasing, and more clothing is continuously being produced, which leads to even higher consumption. This creates an accelerating cycle that has a negative effect on the environment. Millennials are regularly included in brands' strategic plans, as companies and marketers understand that many consumption trends are determined by this significant customer segment. The research showed that although Millennials know what fast fashion is, their own style is more important to them and they will most likely keep shopping in fast fashion retails.
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Factors influencing customer experience in context of new format retail stores
Brišová, Jana ; Koudelková, Petra (advisor) ; Jesenský, Daniel (referee)
The bachelor thesis "Factors influencing customer experience in context of new format retail stores" is focused on in-store customer experience phenomenon and on factors companies use in order to influence customers' purchasing behaviour and their decision-making pro- cesses. The theoretical part of the thesis explores, reviews and presents the theory on customer experi- ence, customer experience management, in-store customer experience and customer's internal responses to the marketing stimuli (cognitive, affective and physical) and customer's social interactions with other actors present in the retail store. By conducting a survey in a chosen new format retail store, the empirical part of the bachelor thesis then reviews the situation on the Czech market. It examines reactions, emotions, sensations and attitudes towards the retail shop- ping environment and subsequently analyses whether customer's loyalty is influenced by the character of those reactions.
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Consumer behavior in relation to their lifestyle.
SNÁŠEL, David
In this bachelor thesis I deal with a purchase behaviour of those consumers who shop in stores with healthy grocery and supposedly have a healthy lifestyle. The main purpose was to define a typical consumer for a healthy grocery store and to create marketing recommendation for a company Natural. In the first part of this thesis is the concept of purchase behaviour defined, as well as its different kinds and its causation. Thesis focuses on decision process of consumers and what is the process affected by. In theoretical part I concentrate on the issue of healthy eating and on healthy/bio grocery. In practical part entrepreneurial background of the company Natural is described and consequently a questionnaire survey is evaluated. The questionnaire survey was created in collaboration with owners of the company. In conclusion of this thesis the consumer is defined on the basis of the questionnaire survey and the marketing recommendation for the company Natural is given.
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The Influence of TV Advertisement on Consumer Behavior of Adults
JÍROVÁ, Elizabeth
The thesis is specialized on issue of influence of not only TV advertising on adult consumers, especially from the point of view of psychology. At first, in the theoretical part, besides the important characteristics of advertising and marketing communication, the thesis deals with basic milestones in the history of advertising and its connection with psychology. The next chapters are focused on models of consumer behavior and the personal characteristics of consumers are analyzed on the base of their main sociocultural characteristics. Attention is also paid to the important psychological concepts associated with advertising such as perception, attention, memory, association and forgetting. Part of the thesis focuses on emotional advertising appeals and it devotes with the effects of emotions, colours and humor in advertising on consumers. Practical part of the thesis is based on quantitative research, which confirms or rejects the theoretical background. Effect of emotions is illustrated on a selected TV commercial, which is part of a questionnaire filled in by respondents from the Highland region and South Bohemia region.
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Behaviour of Shopping Centre Visitors
MEJZLÍKOVÁ, Lucie
This diploma thesis focuses on customer behavior in specific shopping center. The theoretical part focuses on terminology which corresponds with the theme. The practical part focuses on analysis of customer behavior in shopping center City Park Jihlava. The main goal of the thesis is segmentation of customers and to offer recommendation to the management of the center. Proposals are processed and based on analysis and results of personal questionnaire.
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Behaviour of Shopping Centre Visitors
POPELOVÁ, Renata
Diploma thesis is focused on the behavior of the visitors of the Shopping Center Géčko. In the theoretical part, there are explained the basic terms from the domain of customer behavior and there is also the specification of shopping centers. The practical part contains quantitative research. The main purpose of this thesis is to propose recommendations for the management of the shopping center based on the results of the questionnaire.
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