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Impact of Changes in the VAT Rates on Purchase Behaviour
Němcová, Petra ; Zinecker, Marek (referee) ; Bayerová, Vladimíra (advisor)
The bachelor thesis deals with the impact of changes in the rates of the value added tax on purchase behaviour. The thesis explores in detail the impact of changes in the rates of the value added tax on the purchase volume of grocery products that are typical of household consumption. The thesis not only focuses on purchase behaviour concerning the changes in the rates of the value added tax, but it also recommends how to use that knowledge in price formation and building of company’s competitive advance.
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The effect of athletes in the marketing communication of companies on consumers of the Z generation
Skrbek, Matěj ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: The effect of athletes in the marketing communication of companies on consumers of the Z generation Objectives: The main objective of the bachelor thesis is to find out through focus groups whether athletes appearing in companies' marketing communications influence the purchasing decision process of Generation Z consumers and if so, to what extent. Methods: The qualitative method of focus groups was used in this study. The scenario for these focus groups was developed based on operationalization and literature search. Data analysis was conducted using a summarizing protocol and then the grounded theory method was used to create a model of the effect of athletes in corporate marketing communications on Generation Z consumers. Results: Athletes in marketing communication have a positive effect on the credibility of the entire message, as well as on promoting brand loyalty and building product awareness among Generation Z representatives. However, this effect varies from one Generation Z to another, as they are demanding consumers who require originality and an individual approach. Companies must therefore choose the appropriate form of communication to reach as many Generation Z consumers as possible. Keywords: marketing, generation Z, sports celebrities, buying behaviour, celebrity endorsement
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Purchasing behavior when choosing holidays in the Vysočina region
KROUPOVÁ, Monika
The thesis is focused on the analysis of buying behaviour during the selection of a holiday and during the holiday of the Vysočina Region inhabitants in 2019. The thesis has two basic parts, the theoretical and practical part. The theoretical part explains the issues of tourism, shopping behaviour, marketing research and market segmentation. This information was obtained from professional literature and scientific articles. In the practical part, a questionnaire survey was conducted at Vysočina region. It was followed by the interpretation of the results and an evaluation of hypotheses. Based on the results of the questionnaire survey, individual segments of consumers were determined, in terms of gender, age groups and highest educational attainment. Trends in buying behaviour during the selection of holiday were then identified for these segments. The last step was the elaboration of proposals and recommendations for business subjects of tourism.
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Buying Behaviour in the Field of the Internet Purchase of Food
PINCOVÁ, Markéta
The aim of the thesis is to suggest measures for selected online grocery shop. For this thesis was chosen online grocery shop Plnátaška.cz, which acts in South Bohemia. The theoretical part includes issues of e-commerce and particularly online sales of food. The practical part contains analysis of buying behaviour in the field of the internet purchase of food. Analysis is based on the results of questionnaire survey. Based on the results of the survey, were determined concrete suggestions and recommendations.
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Consumers' attitudes to various forms of retail sale
ZELENKA, Ondřej
The opening part of this work is focused on the literary research, especially, it defines forms of retail sales and their specifics, consumer behaviour, attitudes to consumer behaviour. also describes development of retailing in area of the Czech republic. The trends of retailing are enclosed in the literary research. The second part of this work includes results of the research of consumers' attitudes toward various forms of retail sales. The main goal of this thesis is to explore the development of shopping behaviour in the context of the development of retail sales. The recommendations for traders are designed at the end of this thesis.
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Pensioners as a target group for internet food sale
HANZLÍKOVÁ, Nikola
The aim of the bachelor thesis was the evaluation of shopping behaviour of pensioners and their attitude towards buying food via the internet. On the basis of secondary data, it defines shopping behaviour and its approaches. Then the thesis describes factors which have influence on consumer during shopping. It also investigates the decision-making process of the buyer. The next step is the introduction of the term of e-commerce. Subsequently there are advantages and disadvantages of shopping on the internet, trading with food by the internet and the most significant online salesperson of food in the Czech Republic. Then the thesis is focused on the research of buying behaviour of pensioners on the internet. On the basis of marketing research by method of questionnaire survey, the primary data were processed. The data are presented by graphs and tables.
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Buying Behaviour with regards to the Local Production
OPAVOVÁ, Karolína
The main aim of this bachelor´s thesis was to make helpful suggestions for manufacturers or dealers in the field of local production. Suggested results were based on public survey and structured interview with Mgr. Kateřina Ratajová from State agricultural intervention fund. The theoretical part contains literary research where the basic terms of this subject were introduced. The practical part was compiled through a guided interview and questionnaire survey. This part was focused on the evaluation of the perception of local products and determination of criteria by which the foods are chosen. Results of the research were the basis for formulating proposals and recommendations. It turned out that consumer awareness of local products is relatively low. Producers and traders should be primarily focused on increasing awareness of the products among potential customers and should show them the benefits that are associated with this purchase. Czech producers should be more focused on how to maintain the competitiveness of their food due to the penetration of foreign food to our market. Food market is a highly debated topic and Czech food is an essential component of the domestic industry. We can assume that consumer interest in healthy lifestyle is reflected in the purchase of local foods that are healthy, tasty, rich in nutrients while maintaining the high quality. We can certainly say that this is a market with huge potential.
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Buying Behaviour with regards to the Local Production
FUČÍKOVÁ, Michaela
The theoretical part deals with the explanation of basic concepts including factors which influence consumer behaviour. Futhermore is here explained local production and forms of purchase of local products. Practical part contains results of questionnaires, which show views and opinions of the Czech consumers. On the basic of the results are made recommendations for Czech producers and dealers.
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Analysis of customer preferences in relation to products and services REX Controls, Ltd
Marková, Kateřina ; Hajdíková, Taťána (advisor) ; Oberhel, Martin (referee)
A topic of this thesis is an analysis of customer preferences in relation to products and services of the company REX Controls s.r.o. that focuses mainly on industrial automation and control systems. The goal of this thesis is to find preferred attributes when acquiring a control system and determine a level of customer satisfaction and loyalty. Product attributes are determined by conducting semi-structured interviews. Analysis of customer preferences is based on a consumer research. Within the survey are involved two groups of experts on automation and regulation. Evaluation of the collected data is performed by using statistical tools. The results of the analysis and formulated recommendations for the company, which could help to achieve its objectives, are discussed in the conclusion part.
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