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Increasing the Effectiveness of Marketing Effort by Experimental Testing Methods
Lorková, Kristína ; Luhan, Jan (referee) ; Chalupský, Vladimír (advisor)
The thesis analyses the customer behavior of Kiwi.com, a global online retail company for booking flights and proposes marketing interventions to increase the conversion rates in various customer segments. The effectiveness of new behavioral interventions is tested against current marketing efforts using experimental A/B methods. Additionally, areas for further improvements are explored and a design of future product features and marketing behavioral interventions is proposed.
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Customer Satisfaction
Němec, Filip ; Sehnal, Stanislav (referee) ; Schüller, David (advisor)
The aim of this master thesis is analysing customer satisfaction of restaurant company by Porters analysis, SWOT analysis, marketing mix analysis, cluster and regression analysis and contingency test and draft measures which will lead to improvement of her level. The thesis consists of three parts - theoretical, analytical and proposal. The first part describes theoretical resources in area of customer satisfaction. For example, how satisfaction is measured and how the customer behaves. The aim of practical part is to evaluate the customer satisfaction in the choosen restaurant and interpretation of calculated results. In the last part of this work, there are proposed new disposals in view of results of analysis, which will lead to improvement of total customer satisfaction of the restaurant.
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The Influence of Marketing Communication on Customer Behavior in Cafés
Morkesová, Zuzana ; Kaňovská, Lucie (referee) ; Mráček, Pavel (advisor)
The bachelor thesis deals with marketing communication and its affect on customer behavior. It defines marketing, marketing mix and communication mix, focusing on social media. The thesis have two sides – one with cafe owners and their opinion on marketing activity and second descibing the customer’s point of view on the situation and their opinion on marketing. Last part of the thesis is focused on recommendations for marketing communication for cafés.
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User experience dizajn digitálneho produktu a jeho vplyv na správanie zákazníka v cestovnom ruchu
Sakala, Samuel
The bachelor thesis investigates the impact of the implementation of user experience (UX) design principles in a digital tourism product on the visitor's decision-making process when choosing which attractions to visit. In relation to this, the thesis seeks to find out how these findings can be used to improve the distribution of visitors in the Lednice – Valtice area. The thesis includes an analysis of existing digital tourism products in the Lednice – Valtice area, including user testing of one of the products and an analysis of the destination management situation in the Lednice – Valtice area. Using knowledge from the analysis and theory, the thesis proposes a new digital solution for the destination based on one of the existing products. To verify the results, an interactive prototype of a mobile application is created using Figma. The prototype is then user-tested to determine the impact of implementing selected user experience principles on customer decision making. Testing is conducted with a selected group of users, based on predefined scenarios. Based on the results, recommendations for destination management in the Lednice – Valtice area are formulated. The work contributes to the understanding of the role of UX design principles in the tourism industry and provides practical recommendations for the optimization of visitor distribution in this particular destination.
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Customer behavior in a running store
Tajšl, Adam ; Opelík, Daniel (advisor) ; Voráček, Josef (referee)
Title: Customer behaviour in a running store. Objectives: The main objective of the bachelor's thesis is to identify the behavior of different customer groups in a running store through marketing research. Methods: The method of observation was used to obtain the resulting data. The research was conducted in one store based on a form consisting of 16 different form items. Results: On the basis of the prepared forms, statistical surveys were made, from which the behavior of customers was described. Customers come to the store for advice, most of the customers are men and the main group of customers are recreational runners. The results of the research also brought other interesting findings, based on which the store's customer service can be improved. Key words: Running shoes, sales, customer selection, customer communication
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Marketing strategy proposal of a newly established brewery
Vaclavik, Jakub ; Mráček, Pavel (referee) ; Chlebovský, Vít (advisor)
The diploma thesis focuses on marketing strategy. Its main goal is to propose a suitable marketing strategy for the emerging gypsy brewery, which will respect the internal and external environment of the brewery, and at the same time, contribute to the fulfillment of the goals and vision of the brewery. The thesis is divided into three main parts. The first part contains the theoretical framework in the field of marketing. The second part is the analysis of the current state, in which the macro-environment and the micro-environment of the brewery are analyzed. Within this part, research focused on customer behavior is also done. The third and last part is solution proposals. In this part, the marketing strategy is proposed, and thus the fulfillment of the main goal of the diploma thesis is attained.
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Udržitelnost malých a středních potravinářských maloobchodních formátů na českém trhu
Feist, Patrik
Feist, P. Sustainability of small and medium food retail formats on the Czech market. Diploma thesis. Brno: Mendel University, 2020. The diploma thesis deals with the sustainability of small and medium food formats on the Czech market. The main goal of the thesis is to propose measures to increase the sustainability of small and medium-sized retail companies operating in the Czech market. The thesis examines the retail food market, monitors customer preferences and identifies main factors affecting customers in the retail food market. In this theses is used the technique of marketing research, namely a questionnaire survey. The outcome of the thesis is the determination of the main factors that influence the behavior of customers in the retail food market and proposals for recommendations for traditional Czech traders.
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Customer behavior and brand preferences in a snowboard shop
Chrtková, Štěpánka ; Janák, Vladimír (advisor) ; Hlaváčová, Petra (referee)
Title: Customer behavior and brand preferences in a snowboard shop Objectives: The main aim of this thesis is to find out what are customers during their purchase of winter sports clothes and equipment influenced by and what are their decisions based on. Another task is revealing what brands in the Snowboardel shop belong to the most known and preferred ones. Methods: In this thesis there is used the method of iterrogation and the method of analysis. The iterrogative method was used to collect the information essential for the research. Afterwards were these information analysed to find out the internal relations and its causes. Results: The research revealed that customers are during their purchase mainly influenced by the quality, design and price of the winter sports products. They also usually think their purchase thoroughly out. Among brands the big and well-known world snowboarding brands are usually most known and preferred. Keywords: Customer behavior, brand, winter sports equipment, customer preferences
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The Influence of Marketing Communication on Customer Behavior in Cafés
Morkesová, Zuzana ; Kaňovská, Lucie (referee) ; Mráček, Pavel (advisor)
The bachelor thesis deals with marketing communication and its affect on customer behavior. It defines marketing, marketing mix and communication mix, focusing on social media. The thesis have two sides – one with cafe owners and their opinion on marketing activity and second descibing the customer’s point of view on the situation and their opinion on marketing. Last part of the thesis is focused on recommendations for marketing communication for cafés.
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