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Consumer behaviour
Te, Nina ; Drozen, František (advisor) ; Šípek, Ladiskav (referee)
The thesis is focused on the analysis and subsequent identification of consumer behavior especially in the Russian Federation. It is divided into seven chapters, where the first chapter describes the historical aspects of consumer behavior research and presents the basic trends in behavior of the consumers in modern society. Further, the main factors that influence consumer behavior are identified and stages of purchasing decision process are described. This thesis approaches the concept of perception of advertising and examines consumer behavior in marketing systems. The last chapter focuses on specifics of consumer behavior in the Russian Federation. It identifies different types of consumers in Russia, structure of Russian society and the feaures of the Russian perception of advertising.
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The specifics of consumer buying behaviour in a particular financial service
Baumruková, Jana ; Koudelka, Jan (advisor) ; Nosková, Veronika (referee)
The diploma thesis aims to capture the specifics of financial products that mostly affect consumers in the market. In the first theoretical part we encounter terms such as intangibility, inseparability or contingent consumption of financial products. The thesis then incorporates those specifics into the consumer behaviour in financial markets, especially in the purchase decision process. Subsequently, it focuses on the specific situation in the banking market in the Czech Republic, including the market shares of banks as well as the offers of current accounts. The practical part of the work shows through a primary research - conducted by polling Czech consumer of bank accounts - how people not only acquire this financial service but also use it. This section is concluded by a shorter secondary research which uses data from the professional marketing database MML-TGI. Finally, on the basis of previous research findings it formulates conclusions in a form of marketing recommendations for banks.
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Marketing strategies and their aplication on the czech market of building products with focus on buying behaviour on the market of roofing materials
Joura, Vítězslav ; Chalupský, Vladimír (advisor) ; Koráb, Vojtěch (referee) ; Kutnar, Vít (referee)
This thesis deals with marketing used on the Czech market of roofing products and with all aspects of consumers' behavior during the choosing and roofing of the roof. Czech roofing market is a global mixture of many inter-relations among different distribution channels on the production and selling part on one hand and specifying and installing part on the other hand. The thesis deals with also all parts of the 4P and 4C models used by producers of roofing materials and with 4P model of other distribution channels -- resellers and installers. Quantitative survey on roofers and qualitative survey on roofers and resellers of roofing materials confirmed, that roofer is the closest professional to investor while his decision process. As such, he has big influence on his decision and is able to change his mind and final decision. Local presence of the reseller is crucial for the buying of goods at the respective point of sale. There are differences in used roofing materials depending on the region of the Czech Republic. The difference could be given by historical habit, or by influence and knowledge of the brand of roofing material in the respective region or by technical performance of the roofing material, which is requested due to weather conditions in respective parts of the country. All distribution channels on the Czech roofing market use marketing methods to achieve their goals by selling roofing products and with it linked services.
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Buyer decision process in the mobile phones market
Bicek, Richard ; Koudelka, Jan (advisor) ; Soukup, Jiří (referee)
The diploma thesis inquires into analysis of buyer decision process in the mobile phones market. The thesis is divided in two parts. The theoretical part inquires into the buyer decision process as itself. The practical part then examines the present world market of mobile phones and thanks to performed questionnaire investigation also manner and intensity of usage of mobile phones among czech consumers. Last but not least it covers single phases of the buyer decision process in the Czech Republic.
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Marketing v oblasti bentonitových steliv
Juklíček, Zdeněk ; Koudelka, Jan (advisor) ; Vyskočil, Zdeněk (referee)
Teoretická část: marketingové prostředí, kupní rozhodovací proces, segmentace, marketingové strategie, marketingový mix. Praktická část: charakteristika trhu chovatelských potřeb, spotřebitelů, srovnání sortimentu firmy Keramost, a.s. a konkurenčních subjektů, analýza marketingového mixu s důrazem na marketingové aktivity, doporučení a závěr pro management
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