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Spotřební chování v oblasti m-commerce
Křivák, Martin
Křivák, M. Consumer behaviour in m-commerce. Diploma thesis. Brno: Mendel University, 2023 The thesis deals with consumer behaviour in m-commerce (mobile com-merce). From primary research using a questionnaire survey, it is found that con-sumers perceive the biggest advantages of m-commerce as the ability to shop any-time, anywhere and convenience. On the other hand, they perceive difficult adapta-tion by older people and limited physical contact as the biggest disadvantages. The factors that most influence consumer behaviour are price, supply and availability and user-friendliness. It is also found that consumers mostly purchase goods or services from the following categories: food, beverages and pet food, clothing and accessories, and electronics. Using cluster analysis, consumers are divided into four segments and recommendations for retailers are identified for each segment.
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Chování spotřebitele na trhu s doplňky stravy
Parfusová, Zuzana
Parfusová, Z. Consumer behaviour in the dietary supplement market. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis explores consumer behaviour in the dietary supplements market with the aim of identifying factors influencing consumer behaviour in this market. A sub-objective is to investigate whether a framing effect influences consumers' decisions and purchases of dietary supplements. The theoretical part delves into fundamental concepts related to the researched topic, while the analytical part includes the analysis of both secondary and primary data. Based on the results obtained from these analyses, recommendations are proposed for business entities operating in the dietary supplement market.
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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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Spotřebitelské chování na trhu s čajem
Kocúrová, Martina
The diploma thesis deals with consumer behaviour on the market of tea in Czech Republic. The thesis examines the tea market, monitors the evolution of tea consumption, consumer preferences and identifies factors affecting consumers in a given market. In this thesis are used techniques of marketing research, namely questionnaire survey, qualitative interviews and cluster analysis. The outcome of the thesis is to identify the main factors that influence consumer behaviour in the tea market, the characteristics of the market segments and recommendations for entities operating in the tea market.
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Nákupní chování a loajalita zákazníka na trhu kávy v České republice
Galušková, Klára
This diploma thesis deals with consumer behavior and loyalty in the Coffee market in the Czech republic. It contains a brief overview of the Coffee market in the Czech Republic, its size and its evolution. It maps the Coffee house market and based on primary data identifies preferences and factors that affect consumers the most when drinking or buying coffee. Primary data are obtained through questionnaire surveys (n=446) and in-depth interviews (n=5). Furthermore, quantitative research leads to the identification of the main factors that influence consumer behavior. Based on the results, recommendations for marketing strategies of market stakeholders are developed.
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Spotřebitelské chování při výběru mateřské školy v ČR
Černíková, Adéla
Černíková, A. Customer behaviour in choosing preschool education in Czech Re-public. Diploma thesis. Brno: Mendel University, 2018. The diploma thesis deals with consumer behaviour of parents in the Czech Re-public in the market of preschool education. The thesis explorers the market of preschool education, identifies the factors and behaviour of consumers in choos-ing kindergarten. In the diploma thesis there are used the techniques of market-ing research, namely questionnaire survey, qualitative interviews and cluster analysis. The output of the thesis is the identification of factors influencing the consumer decision making on the choice of kindergarten, the characteristics of the market segments and the marketing recommendation for the subjects of the pre-school market.
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Empirické vyhodnocení efektů zavedení chatbotů v CS
Kneblová, Julie
This diploma thesis deals with the influence of implementation of a chatbot technology for sales promotion and customer services. The aim of the paper is to evaluate effects, that influence the consumer shopping behaviour after the implementation of chatbot and to identify factors that have an impact on the communication with this technology. Then the goal of this thesis is to create recommendations for companies considering the implementation of chatbot technology, which would also reflect the specifics of a Czech consumer. Data for primary research are obtained through questionnaire surveys and in-depth interviews. Quantitative research is used to process factor analysis that identifies factors influencing communication with chatbots.
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Chování spotřebitelů na trhu s mobilními telefony
Obrtel, Patrik
Obrtel, P. Consumer Behaviour on the Mobile Phone Market. Diploma thesis. Brno: Mendel University in Brno, 2019. The diploma thesis deals with the behaviour of consumers at the age of 18–35 on the mobile phone market in the Czech Republic. The thesis analyses the smartphone market and identifies factors and consumer behaviour in choosing smartphones. The thesis conducts marketing research techniques, specifically survey, deep interviews, and cluster analysis. The outcome of the research pro-vides identification of factors influencing the consumer behaviour, characteristics of the market segments, and marketing recommendations for actors on the smartphone market.
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Chování spotřebitele na trhu s nealkoholickými nápoji
Lorencová, Kateřina
Lorencová, K., Consumer behaviour on the market of non-alcoholic beverages. Diploma thesis. Brno: Mendel University, 2019. This diploma thesis deals with consumer behaviour on the market of non-alcoholic beverages in the Czech Republic. Thesis examines consumer behaviour, the Czech and foreign markets of non-alcoholic beverages, determines the development of consumption of non-alcoholic beverages, preferences, attitudes and opinions of consumers. It primarily focuses on identifying the factors that affect consumers most in a given market. Techniques that are used in the thesis are marketing research, namely questionnaire survey (n = 503) and cluster analysis. The output of this thesis is the determination of the main factors influencing consumer behaviour in the non-alcoholic beverages market, which are previous experience associated with the taste of the drink, reduced price and quality. Another output is segment characteristics and suggestions for sellers of non-alcoholic beverages to increase their sales.
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