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Co si tedy dáme? Vliv smyslových podnětů na zákazníkovu volbu občerstvení v restauraci
Macháčková, Nikola
Diploma thesis deals with an issue of sensory stimuluses and their influence on customer’s meal choice in a restaurant. The main objective of this diploma thesis is to formulate recommendations for restaurants on how to address customer’s senses in their decision making and how to support customer loyalty. This thesis focuses on identification of influences that affect customers during their decision-making process. Combination of quantitative (n = 311) and qualitative (n = 22) research yielded recommendations for restaurants.
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Vplyv retro marketingu na spotrebiteľské správanie a jeho využitie na trhu potravín v Českej republike
Balážová, Soňa
The diploma thesis deals with consumer behavior in the food market of retro products. The aim of the thesis is to propose marketing recommendations for the food market in the Czech Republic with regard to the use of retro marketing. In order to fulfil the objective, it was necessary to identify the factors influencing consumer behaviour. The data for the primary research were obtained by means of qualitative and quantitative research. Qualitative research was conducted via in-depth inter-views (n = 20) and quantitative research by questionnaire survey (n = 357). The results show that most Czech consumers are not familiar with the concept of retro marketing. Only half of them buy retro products. The feelings they experience with retro products are positive and are dominated by nostalgia and joy. The purchase of retro products is mostly influenced by the brand of the product, the consumer's me-mories and the quality. Consumers are also positive when a company refers to its history. They are also attracted by a re-clamation directed to the past, which makes them reminisce about the old days. The thesis concludes by proposing recommen-dations for businesses that leadto an increase in interest in retro products, contri-bute in increasing customer loyalty towards the companies, resulting in an increase in the business entities' sales.
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The potential of Guerilla marketing
HAVLÍKOVÁ, Monika
Thesis deals with the research of the potential of guerilla marketing and his popularity. The thesis examines trends and popularity of marketing. The purpose of this thesis is to devise a guerilla marketing campaign for a selected company, based on quantitative research (questionnaire survey among marketing professionals) and qualitative (guided interview and focus group with employees of the organization). Literary research deals with the theoretical basis of guerilla marketing, where the pioneer is especially Jay Conrad Levinson. There are also talks about trends in the digital marketing, about emotions in marketing, about crisis communication with the media and about Czech legislation in the field of advertising. The results of the thesis showed that guerilla marketing is popular among marketing specialists, but it is not very used. But the potential shows. Among the employees of the selected company, the potential of guerilla marketing was also shown. Interest was also expressed by the company executive who would accept a thoughtful and interesting campaign. At the end of the thesis was designed guerilla campaign for selected company, in the form of ambient media and viral video.
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Humor as a marketing tool and its impact on consumer behavior
Janjić, Saška ; Vranka, Marek (advisor) ; Halada, Jan (referee)
The bachelor thesis, titled Humor as a marketing tool and its impact on consumer behavior, deals with the use of humor in marketing communication. The main objective of the thesis is to explore the effect of humor in marketing on brand perception and purchase intensions of consumers. The thesis is divided into two parts - theoretical and practical. In the theoretical part, the consumer is being focused on firstly in order to understand principles of market behavior and factors that influences this behavior. Comprehending that is crucial in order to thoroughly understand the impacts of humor that are described in following parts of the thesis. The next part of the thesis deals with humor from a psychological point of view, it explains what humor is and describes some of the selected theories. The last chapter of the theoretical part connects humor and marketing, explains the principles, the effects, but also the advantages and the disadvantages that this practice deals with. The practical part consists of research that aims to explore the effects and the impacts of humor in marketing on the perception of promoted brands and the purchase intentions of consumers. The results of the research suggest that humor has some positive effects on brand reception. Especially, consumers perceive the brand as...
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Humor as a marketing tool and its impact on consumer behavior
Janjić, Saška ; Vranka, Marek (advisor) ; Halada, Jan (referee)
The bachelor thesis, titled Humor as a marketing tool and its impact on consumer behavior, deals with the use of humor in marketing communication. The main objective of the thesis is to explore the effect of humor in marketing on brand perception and purchase intensions of consumers. The thesis is divided into two parts - theoretical and practical. In the theoretical part, the consumer is being focused on firstly in order to understand principles of market behavior and factors that influences this behavior. Comprehending that is crucial in order to thoroughly understand the impacts of humor that are described in following parts of the thesis. The next part of the thesis deals with humor from a psychological point of view, it explains what humor is and describes some of the selected theories. The last chapter of the theoretical part connects humor and marketing, explains the principles, the effects, but also the advantages and the disadvantages that this practice deals with. The practical part consists of research that aims to explore the effects and the impacts of humor in marketing on the perception of promoted brands and the purchase intentions of consumers. The results of the research suggest that humor has some positive effects on brand reception. Especially, consumers perceive the brand as...
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Creation of a new corporate design based on established brand
Troják, Adam ; Khabirova, Maja (advisor) ; Vojtěch, Pinc (referee)
Job of a graphic designer focussing on the creation of corporate graphics, corporate design and especially logotypes contains several types of activities. Nowadays people are becoming more specialized in their area of activity, which gives them a general assignment detailed view of the things, but by that they ignore other disciplines that help them see the issue from a perspective. Therefore, this thesis contains both a practical perspective on the corporate design of a brand, and ideas process from corporate identity, as the core of each brand, with extension to the emotional and philosophical aspect.
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Application and use of corporate social responsibility in marketing
Adamčiková, Patrícia ; Horová, Olga (advisor) ; Dzoganová, Stanislava (referee)
This master's thesis aims to prove the possible relationship between corporate social responsibility and decision making of buyers as well as the potential of CSR and business philanthropy in marketing. The thesis contains the most relevant findings from the areas of marketing, social responsibility, psychology of marketing and emotions in advertising as well as brand creation. The practical part deals with RWE Czech Republic and its social sphere projects. It also contains a questionnaire which aims to identify the level of common knowledge and attitude of customers to corporate social responsibility as well as their knowledge of particular projects carried out in the Czech Republic. Deep structured interview with experts from business and marketing then completes the overview.
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