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What does aging and old age mean for women?
Roedlová, Adéla ; Jeřábek, Hynek (advisor) ; Tuček, Milan (referee)
This master thesis deals with the subjective view of middle aged and older Czech women on problematic of old age and aging. In connection of old age and aging they focus more on the aging of the whole society or relation between the generations, but not on a subjective perception and experience of this life stage and process. The aim of this work is to find out what women consider as the key elements of old age and aging and also to create a comprehensive view of aging from the women perspective. It is also essential to the thesis to determine the differences and similarities in the perception of aging in terms of age and life stage. In this thesis is used a method of qualitative research, which is grounded in the phenomenological approach and data collection is carried out using the ZMET research method. This projective technique of data collection, whose theory and practice is described in the work, is based on the idea that people do not think verbally but in images. Powered by TCPDF (www.tcpdf.org)
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Perception of healthy food by Czech consumer
Hlaváčová, Markéta ; Karlíček, Miroslav (advisor) ; Říha, David (referee)
Purpose of the thesis was to find out and describe associations that are linked to the category of healthy food by consumers. Above all the aim was to identify, what represents healthy food for them and what other thoughts and themes are associated with healthy food by consumers. In-depth ZMET interviews were conducted to determine these associations. The findings and other issues related to the topic such as broader context and specifics of healthy food marketing are presented. The information mentioned can be used for marketing mix planning of companies in food industry. The research found out that healthy food is not perceived as special food category, but approach to the food consumption. Approach that takes into consideration what is good for the person in terms of health. For respondents healthy food represented mainly homemade dishes consisting quality, fresh, natural ingredients. According the respondents healthy eating is a way of eating respecting sum of principles. Main principles are variety and balance in the consumers diet.
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Qualitative study of Slovak respondents perception of health: implications for health marketing
Šefčíková, Natália ; Karlíček, Miroslav (advisor) ; Říha, David (referee)
The thesis focuses on the analysis of health in terms of health marketing, which is identified as the broad term that includes public health branding, as well as the commercial health branding. Emphasis is placed on the Slovak market. The theoretical part deals with the concept of health, the value of health and health literacy. This part consists of a situation analysis of the Slovak market of health, its demographic and health characteristics as well as the description of health and health care in Czechosovakia. The core of the theoretical part of the thesis is a comprehensive analysis of the health marketing. The practical part with qualitative market research method ZMET examines perception of health of Slovak respondents, connects gained information from the theoretical part of the thesis and gives recommendations for the health marketing by taking limitations of the used qualitative research method in consideration. The aim of my Master's Thesis is to show the importance of penetration into the minds of consumers by creating marketing campaigns and revealed deep metaphors apply to product design, advertising and marketing communication in general.
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