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Olfactory marketing - the usage of natural and artificially spread aroma in retail stores selling natural cosmetics
Plachá, Linda ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The bachelor thesis "Olfactory marketing - The usage of natural and artificially propagated aroma in retail stores of natural cosmetic products" deals with the usage of olfactory marketing in the field of business and its influence on the customer. Thesis will be divided into two parts - theoretical and practical. The first chapter in the theoretical part, which deals with the brief characteristics and analysis of the current situation of in-store marketing, is an introduction to the theme of the whole work. The second chapter deals with the physiology of smell and emotional memory, which enables in-store marketing to use olfactus as a tool for effective sales promotion. History, principles and olfactory marketing in general are discussed in the last chapter of the theoretical part of this bachelor thesis. In this chapter, the text author deals in with the differences between artificially propagated and naturally fading smells at the point of sale. Olfactory marketing is belong to neuromarketing. Sensory marketing use human senses - taste, smell, sight and hearing. The practical part of the bachelor thesis is divided into four chapters. Each part deals with one of the examined brands and their shops. Chapters contain a brief description of selected brands - history, principles and ideas of the...
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Criticism of marketing communication of Czech selected cosmetic brands in terms of green marketing and concept of ‚greenwashing' - brands Ryor and Manufaktura
Braunová, Karolína ; Shavit, Anna (advisor) ; Hejlová, Denisa (referee)
Bachelor thesis "Criticism of marketing communication of Czech selected cosmetic brands in terms of green marketing and concept of ‚greenwashing' - brands Ryor and Manufaktura" points to the dangers of greenwashing communication techniques of these Czech firms. It analysis different channels of their marketing communication and aims to answer the question whether the consumers can be confused, when from the impression of these brands they expect that their products would be green. In both analyzed firms, with the use of critical and semiotic analysis of their materials, it was showed that their communication does not correspond to the defined term natural cosmetics. Furthermore, this thesis studied the perception of selected brands by consumers, mainly in context of proclaimed natural character. From the own questionnaire it was found that almost 50% of respondents believe that Manufaktura is a natural brand and 30% that Ryor is a natural brand. However, research showed that large percentage of respondents is not certain, or perceives inconsistency between real content of products and firm's marketing. The result of this thesis is finding that consumers can be confused by communication of cosmetic firms, which without proof proclaim that they make natural cosmetics, and therefore these firms commit...
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Housing in released buildings of former Brno´s textile factories
Sedláková, Anežka ; Kyselka, Mojmír (referee) ; Zemánková, Helena (advisor)
The doctoral thesis is concentrated on housing as selected manner to convert the released textile factories. In the first part was attention given to history which confirmed the high recovery factor of Brno´s industrial past to reuse. Next part was focused on analysis of the XXth century forms of collective housing, especially the loft housing, to characterize the perspective habitation in selected factories. Finally was the contemporary housing observed through three specific aspects to aim the conversion of Brno´s textile factories.
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