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Generation Z and sports brands
Šustrová, Tereza ; Voráček, Josef (advisor) ; Navrátilová, Miroslava (referee)
Title: Generation Z and sports brands Objectives: Main goal of the diploma thesis is to find out brand importance in decision-making process of generation Z living in capital city of Prague using group interviews. Methods: The qualitative method was used in the diploma via group interviews. Scenario of the group interviews was based on literature search. Audio record was taken during the interview which was used with notes to analyzing the data. Summary protocol method was used to rewrite data from audio record. Results: For generation Z living in the capital city of Prague, the brand plays its role in the buying decision-making process in all its phases in the purchase of sporting goods. Generation Z living in capital city of Prague got good relationship with sporting brands. They are willing to pay more money for branded goods and they are loyal to brands. Keywords: generation Z, brand, sports brand, consumer, consumer behavior, buyer decision process
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Differences in shopping behaviour of men and women in the czech retail marketplace
Zabloudilová, Pavlína ; Průša, Přemysl (advisor) ; Bachmann, Petr (referee)
The theoretical part of this bachelor thesis is focused on meaning of the shopping behaviour particularly on the predispositions and the buyer decision process. These factors create the black box of buyer in general. On the basis of the available secondary data and observation are analysed in the practical part of the thesis the general differences of men and women, the differences in shopping in the supermarket or on the internet as well. The thesis also involves a marketing research, which was realized with the help of questionare. The questionare inquire into the differences in shopping behaviour of men and women in the czech retail electro-marketplace. In the end was effected the mystery shopping.
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Purchasing decision process of consumers in the detergents market
Janoušková, Veronika ; Koudelka, Jan (advisor) ; Moserová, Andrea (referee)
The aim of my Master thesis is to analyze consumer process of purchasing decision in the detergents market. Through this aim I am trying to confirm or deny defined hypothesis by research. In theoretical part is detailed description of consumer behavior and marketing research. Next chapter is dedicated to specifications of main producers in the detergent market which is followed by my own research. To my research were used primary and secondary researching sources. Questionnaire was used as primary source. Analysis is accomplished through excel tabs and graphs. At the end of my thesis is a summary based on analysis and recommendations for the companies, which occur in the detergent market.
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Buyer decision process in choice of mobile phone operator
Grinová, Renáta ; Zamazalová, Marcela (advisor)
The aim of this diploma thesis is to analyze a buyer decision process of consumers in choice of mobile phone operator with a focus on individual. The diploma thesis is divided in six parts. The first and second parts focus on theory of marketing of services with an emphasis on services of mobile operators followed by consumer behavior. Next part covers problems of mobile phone operator's market. Next key part is buyer decision process of consumers in choice of mobile phone operator based on secondary (agency) data and based on results from analysis of a questionnaire. A summary of acquired results is compared to all phases of buyer decision process in sixth part. Comparing of results for picked customer segment with actual offer of mobile operators in Czech Republic is at the end of this thesis.
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Buyer Decision Process on the Market of Electric Shavers
Frič, Peter ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
Buyer decision process is an important mechanism in the heads of consumers which leads them through purchase decisions. To understand behaviour of consumers, this process has to be analyzed and explained. Aim of this thesis is to analyze market of electric shavers in the Czech Republic and to determine key factors influencing purchase behaviour. Secondary and primary research are undertaken to reach the goal of the paper. In addition, five hypotheses are evaluated to verify author's expectations about the market of electric shavers for men in the Czech Republic. Analysis shows that consumers base their decisions about shavers mostly on performance and price. Though, majority of consumers do not buy shavers themselves, but receive it as a present from close family or relatives.
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Buyer decision process in the wedding market
Trávníčková, Vendula ; Koudelka, Jan (advisor) ; Skokanová, Dagmar (referee)
The diploma thesis inquires into the consumer behavior in the market of wedding services and its aim is to identify and analyze the buyer decision process. The theoretical part inquires into the characteristics of consumer behavior. The practical part describes the wedding market. Next main part is based on the results of marketing research, which took the form of a questionnaire survey. The results are analyzed and presented in detail. The conclusion outlines the marketing recommendations for vendors operating in this market.
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Buyer decision process in the mobile phones market
Bicek, Richard ; Koudelka, Jan (advisor) ; Soukup, Jiří (referee)
The diploma thesis inquires into analysis of buyer decision process in the mobile phones market. The thesis is divided in two parts. The theoretical part inquires into the buyer decision process as itself. The practical part then examines the present world market of mobile phones and thanks to performed questionnaire investigation also manner and intensity of usage of mobile phones among czech consumers. Last but not least it covers single phases of the buyer decision process in the Czech Republic.
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Buyer decision process in travel and tourism
Batulková, Monika ; Koudelka, Jan (advisor) ; Dvořáková, Jitka (referee)
The aim of this diploma thesis is to analyze a buyer decision process of consumers in travel industry with a focus on outgoing tourism. The diploma thesis is divided in six parts. The first part focuses on theory of consumer behavior followed by marketing of services with an emphasis on tourism. Next part covers buyer decision process of consumers in travel industry based on results from analysis of a questionnaire. These results are integrated with agency data. A summary of acquired results is compared to all phases of buyer decision process at the end of this thesis.
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