|
|
Business Plan
Havránek, Lukáš ; Dombek, Petr (referee) ; Veselý, Josef (advisor)
The Bachelor’s thesis aims to provide necessary information for successful expansion of GrowJOB institute to Austria. Since 2006 GrowJOB has been educating CEOs and other executives of Czech companies in the field of competitiveness and been helping them grow stronger among their competitors. In the thesis I describe theoretical background of business plan creation and analyze both internal and external environment. Then I focus on individual steps of the expansion and provide a detailed financial plan as well. The most robust competitive cutting edge of the company is that it takes advantage of new scientific findings in the field of decision-making processes (behavioral economics, neuroeconomics) and brings them to everyday life of firms.
|
|
|
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.
|
|
|
Finanční gramotnost studentů ekonomických a neekonomických studijních programů vysokých škol
Gracová, Eva
The bachelor thesis focuses on the assessment of the level of financial literacy of students studying economic and non-economic programmes at universities. Using a questionnaire survey, the thesis investigated the differences in the level of financial literacy among students. The thesis identifies the key factors influencing financial literacy and uses the concepts of behavioral economics to understand the reasons behind financial decisions. The thesis also examines whether students are considering saving for retirement. The results of the investigation reveal different levels of knowledge between the two groups of students. The paper concludes by suggesting recommendations for the management of banking institutions with regard to increasing the financial literacy of young people.
|
|
|
Chování spotřebitele na trhu s doplňky stravy
Parfusová, Zuzana
Parfusová, Z. Consumer behaviour in the dietary supplement market. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis explores consumer behaviour in the dietary supplements market with the aim of identifying factors influencing consumer behaviour in this market. A sub-objective is to investigate whether a framing effect influences consumers' decisions and purchases of dietary supplements. The theoretical part delves into fundamental concepts related to the researched topic, while the analytical part includes the analysis of both secondary and primary data. Based on the results obtained from these analyses, recommendations are proposed for business entities operating in the dietary supplement market.
|
|
|
Priming efekt a jeho vliv na chování spotřebitele
Hřebíčková, Michaela
The diploma thesis deals with the priming effect and its influence on consumer behavior. The priming effect is referred to as an experimental framework showing that the processing of a previously identified stimulus affects how we react to a later identified stimulus, at a subconscious level. This work consists of a theoretical part and an analytical part, which includes an overview of the current state of e-commerce in the Czech Republic and the results of foreign studies on the influence of the priming effect, as well as an analysis of primary data obtained through questionnaire surveys and in-depth interviews. The results of the primary data analysis show that consumers are influenced by some kinds of priming effect. Based on these findings, a recommendation was proposed for companies on how they can use these types of priming effect in their marketing campaigns.
|
|
|
Reklama na důchodové spoření v kontextu behaviorální ekonomie
Dlouhý, Ondřej
Dlouhý, O. Retirement savings advertising in the context of behavioural economics. Bachelor thesis. Brno: Mendel University, 2023. The main goal of this thesis is to determine the effect of advertising on individual's attitudes and intentions towards retirement savings. Key insights will focus on communication strategies such as humour and nostalgia. The literature review describes the psychology of advertisements, communication strategies of advertisements and important phenomena in behavioural economics, including narrow and broad framing, slow and fast thinking, and loss or risk aversion. To meet the objectives, advertisements for retirement savings on the Czech market are examined and then analysed in the context of aspects of behavioural economics. At the end of the thesis, recommendations are made for the effective development of communication strategies for retirement savings advertisements.
|
|
|
Prospect Theory in the Cryptocurrency Market
Coufalová, Kristýna ; Kukačka, Jiří (advisor) ; Kučera, Tomáš (referee)
This thesis investigates the potential of cumulative prospect theory to ex- plain future cryptocurrencies' returns. Moreover, the study aims to determine whether the predictive power of cumulative prospect theory value persists when cumulative prospect theory value is computed by plugging the percentage form of return (for instance, 5%) instead of the decimal form (for instance, 0.05). Using a rolling sample of 200 cryptocurrencies with the highest market capitali- sation for each month from March 2017 to March 2023, we found that regardless of using returns in percentage or decimal form, the cumulative prospect theory value function produces comparative abnormal portfolio returns and confirms the hypothesis that cryptocurrencies with high (low) cumulative prospect the- ory value earn low (high) subsequent returns. JEL Classification G11, G12, G41 Keywords Prospect theory, Cumulative Prospect Theory, Cryptocurrency, Behavioural Economics Title Prospect Theory in the Cryptocurrency Market Author's e-mail 31078966@fsv.cuni.cz Supervisor's e-mail jiri.kukacka@fsv.cuni.cz
|
|
|
Prisoner's Dilemma
ČAPKOVÁ, Tereza
This thesis deals with studying the prisoner's dilemma in an iterated form, which represents a way of playing this game when players compete in multiple rounds and have the opportunity to change their strategy based on experience from previous games. The aim of the thesis is to evaluate suitable strategies for the iterated prisoner's dilemma based on information about the other player, such as gender, age, or other characteristics. The thesis also focuses on analyzing which player information is significant for changing player behavior and to what extent player strategies coincide with known strategies from AI tournaments. The introductory part of the thesis presents basic concepts of game theory and the prisoner's dilemma. Important terms related to the iterated form of the game, such as repeated play, the possibility of strategy change, and cooperation between players, are also explained. Classic prisoner's dilemma strategies, such as Dove, Hawk, and Copycat, are also introduced. In the practical part of the thesis, a web application is described that was created to simulate an economic conflict between a customer and a craftsman. This application allows players to play the iterated prisoner's dilemma and change their strategy based on experience from previous games. The application contains various AI strategies that players can play against. Player behavior data is collected and subsequently analyzed using observations and statistical methods. The results of this thesis show that there is almost no difference in play between men and women, and significant differences can only be observed between younger and older player groups. This assertion was verified in the thesis using a chi squared test. In conclusion, an optimal strategy was found against different player groups, which is cooperation throughout and betrayal in the final round.
|
|
|
Vliv tzv. „Ikea“ efektu na spotřebitele generace Y
Hochvaldová, Jana
Hochvaldová, J. The affect of „Ikea“ effect on generation Y. Master thesis. Brno: Mendel University, 2021. This diploma thesis outlines the „Ikea“ effect and the way how it affects consu-mers who belong to the generation Y. The „Ikea“ effect describes that people who cooperate on the assembly of the product, give it higer value automatically. The theoretical part of the thesis describes consumer behavior and behavioral econo-my, where the „Ikea“ effect belongs to. The analytical part of the thesis focuses on the analysis of the questionnaire survey and deep interview. At the end, the results gained though the survey were connected with the information and experiments described in the literature. Based on these results, the recommendation for com-panies who would like to use the „Ikea“ effects in their marketing and business strategy has been determined.
|
|
|
Sunk Costs in Public Transport
KNÍŽETOVÁ, Alexandra
This thesis deals with evaluation display of sunk costs in a public transport based on conducted analysis. In the first part sunk costs are defined by means of behavioural economy. There is also a brief introduction of travel time and some basic information about railway transport in Czech republic. The next part looks into the direct display of sunk costs in public transport, more precisely in railway transport. Railway delays are the accurate example of sunk costs in a railway transport. The next part of this work is focused on gather data specific rail route from transport provider. The simulation model was constructed by obtained data. Then the model was able to simulate particular situations of railway delays on the specific rail route. Then follows the assessment of the simulations and the display of sunk costs in these simulations. The sunk costs were also diverted on money. The last part is about a suggestion on how the simulation model could be applied to help the passengers to plan their travel time
|
guest ::
