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Virtual image of czech chain stores on social media
Krokosch, Michal ; Jelínek, Ivan (advisor) ; Oškera, Radek (referee)
This Bachelor thesis deals with the virtual image of chain stores in the Czech Republic, using their profiles on social networks, in this case on Facebook. The main goal of the thesis is to answer questions about these chain stores, which could be used, for example, by marketing departments of the stores. These not only include questions regarding recent cases in the media and their influence on the virtual image of chain stores, but also the long-term question of which of the stores is the most popular amongst users based on different metrics, such as the number of their fans and the analysis of sentiment. The thesis is divided into two parts, theoretical and practical. In the theoretical part, I clarify basic terms such as social network, why it is necessary to analyse them, but also what are chain stores and why they are so popular among customers. The practical part includes an explanation of the methods used in downloading data from Facebook and in the following analysis. The results of the analysis are also presented here. This Bachelor thesis could be beneficial to chain stores, which could adjust their strategy of approaching customers accordingly, or to customers themselves, who could change their preference for a chain store because of its presentation on social media.
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Marketing research and analysis of consumer perception of private labels
Ziegelbauer, Jan ; Tahal, Radek (advisor) ; Rozsypal, Petr (referee)
The main goal of the thesis is to analyze and evaluate awareness and consumer perception of private labels, consumer attitudes towards them and the influence of private labels on consumer buying decisions. The aim is to find out what is the difference in the perception of national brands versus private brands of selected chain stores, including the extent and frequency of private label goods in the shopping baskets of consumers. The first part is devoted to theoretical perspective of brands, private labels and marketing research. The following part is focused on specific private brands and supply analysis of these brands in the Czech Republic. The third and crucial part of the work itself is dedicated to the marketing research and detailed interpretation of the results.
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The quality of meat products on the czech market
Kupka, Jan ; Kořánová, Helena (advisor) ; Hůlová, Marie (referee)
This bachelor thesis focuses on the issues of quality meat products on the czech market. The aim is to determine the selected preferences of consumers when buying sausages with a focus on the consumption of "spekacek". Further clarification of the marginal effect of chain stores on the quality of sausages. An essential part of the thesis is to define the legislative requirements and theoretical grounds. To meet its declared objectives, I conducted a survey among consumers, which was based on personal interviews. Subsequent analysis of information obtained from the answers of the respondents brought the findings of selected consumer preferences.
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Consumers´ perception of private labels
Partynglová, Hana ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The aim of the work is to introduce the offer of private labels of selected chain stores and analyse the consumers' perception of the labels with the aid of a questionnaire survey. A range with private label includes all products sold by a store under its own label. The packaging is furnished with the name and logo of the distributor, meaning this marked product won't be found in another kind of store. Originally, there used to be only groceries and dring sold under private labels. However, nowadays, there are also private label drugstore commodities, domestic appliances, sports equipments and other products available. Private labels offer advantages as well as disadvantages to producers, sellers as well as consumers. Acoording to the price and quality we can devide the private labels into three categories -- economical, standard and special. The most developed market with private labels can be found in Switzerland, its market share reaches 53 percent. In the Czech republic this share amounts to about 35 percent, with private label goods being included into all chain stores' assortment. The foremost position is held by the Tesco company. The results of my questionnaire survey have shown that private label goods are bought by 85 percent of the respondents, the most important criteria for their purchase being the lower price range. On the other hand, the buyers' scepticism and lower quality of the goods work in disfavour of the purchase.
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