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The influence of brand on consumer buying behavior
Aliapulios, Telis ; Vokáčová, Lucie (advisor) ; Ludmila, Ludmila (referee)
The diploma thesis concerns with influence of Apple brand on consumer buying behavior. The aim of thesis is to qualify the influence of brand on consumer buying behavior on smartphone market. From this conditions will arise the recommendations to Apple company, how is possible to bolster its position on mobile phone market. The theoretical part of thesis place emphasis on description of marketing mix, brand theory and consumer buying behavior. Practical part is based on studied secondary data. There is detailed description of Apple company its brand building strategy, situation on smartphone market with marketing instruments, that are used on this specific market. Quantitative questionnaire survey performed in electronical form creates a core of the practical part of the thesis and is preceded by qualitative pre-survey on seven iPhone users. Precisely 154 respondents participated on questionnaire survey that observed thoughts and judgements of questioned people about Apple brand. There are included opinions of owners, that own various smartphone brands and also respondents from the group of Apple iPhone users. The responses of both groups are in the chapter of appraisal results and conditions compared along with studied secondary data. These outcomes of questionnaire survey and secondary data are used as a framework to completion several recommendations for Apple brand and the whole company on this market. Almost three quarters of owners, that use all chosen smartphone brands, perceive the prices of Apple smartphones as overly high. Just as the first group evaluates the situation a bit more than half of the iPhone users, although inside this group is a lower sensitivity on Apple products price perception. One of the important recommendation for Apple company is to be more efficient in communication about the adjustment of its smartphone prices and pricing policy towards to consumers across the countries. It is necessary to obtain more consumers from a group of new Apple brand users and students. These expects the offer of cheaper smartphone in high quality medium category. In case of their satisfaction is there scope for Apple to offer them its premium smartphones in the top category.
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The influence of brand on consumer buying behavior
Zajícová, Pavlína ; Vokáčová, Lucie (advisor) ; Martina, Martina (referee)
The aim of the thesis is to find differences in perception and knowledge of sportswear brands, and the purchase behaviour process of sportswear based on the purpose of purchase (sporting activities, leisure or daily wear), and then to recommend steps for a successful brand building to Czech manufacturers of sportswear. The theoretical part of the work, which is based on analysis and synthesis of secondary data sources, quotes and comparisons of the opinions presented by various authors, characterizes marketing management, its tools, brand, and costumer purchase behaviour. The practical part of this thesis consists of an analysis of secondary data dealing with brand policy of selected sportswear brands (Nike, Adidas, Puma, Alpine Pro, Hannah, Husky) and primary data collected via questionnaire. Based on the results of the research, conclusion and recommendation were formulated. The recommendation comprises of systematic work on creating brand identity, identification elements and active communication of values that a brand brings to current and potential customers. To focus on a segment of active sportsmen, which currently do not have a favourite sportswear brand is also recommended. The successful acquisition of this segment enables a creation of a relatively large base of loyal customers.
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