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Marketingová doporučení pro podnikatelské odvětví vinařství
Marečková, Aneta
The diploma thesis focuses on the topic of buying and selling wine on the internet. Its main objective is to propose marketing recommendations for the wine business sector in the Czech Republic in the area of online selling and online marketing. The thesis presents the issues of e-commerce, wine marketing and consumer behaviour in wine purchasing. The practical part includes a secondary analysis of the areas and most importantly the conduction of primary research in the form of a questionnaire survey and analysis of the collected data. Based on the results, three customer segments are identified and marketing recommendations for wineries and e-shops specialized in wine selling are formulated.
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Chování spotřebitele na trhu privátních značek
Barančicová, Terezie
Barančicová, T. Consumer behaviour on the private label market. Diploma thesis. Brno: Mendel University, 2023. The diploma thesis is dealing with consumer behaviour on the private label market. It also focuses on consumer behaviour on the private label food market in the online environment. The goal of the thesis is to identify factors influencing behaviour on the private label market based on the results of the author's own survey and to divide consumers into individual segments with the help of a clus-ter analysis. Two segments resulted in this thesis are conservative consumers and 21st century consumers. Finally the series of recommendations for the supply side of the market is presented. Recommendations include a blind test, a focus on quality, events with free shipping or benefits when paying by card.
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The role of trust during online shopping
KRÁLOVÁ, Tereza
This bachelor thesis examines the importance of trust in online shopping in the Czech Republic. The aim is to analyse consumer shopping behaviour and propose measures that have the potential to increase shopper trust. The form of a questionnaire survey is used to find out whether the trustworthiness of customers influences their purchase. The thesis is mainly concerned with e-business, commerce, factors influencing buying behaviour and especially trust in this environment. The practical part includes the processing of questionnaire survey data. The questionnaire is designed to be suitable for all age groups and is aimed at consumers who shop through e-shops. The questionnaire is sent to 100 respondents and the aim is to get as much information as possible on how trust is important when making a purchase. Whether the look of the site, reviews by others and other factors are important to them. The intention is to get as much experience and opinions as possible from respondents in different age categories. The result of the work is a recommendation to a particular e-shop that lead to increased trust among consumers.
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Chování spotřebitele při nákupu kosmetických výrobků
Pařízková, Lucie
This thesis deals with consumer behaviour during the purchase of cosmetics products, focusing to skin care products and to women’s segment. The purpose of this work is to formulate several recommendations for the manufacturers and sellers of skin care products based on the results of the questionnaire survey. These recommendations could help them to better identify customers preferences during the purchase of skin care products and further enable them to adjust or improve their offer and eventually other sales areas. Cluster analysis is used to segment customers and specific recommendations are made for each segment.
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Research of online shopping preferences in Charles University students actively engaged in sports under the influence of the covid-19 pandemic
Gerža, Karel ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Research of online shopping preferences in Charles University students actively engaged in sports under the influence of the covid-19 pandemic Objectives: The aim of the diploma thesis is to identify current preferences of students actively engaged in physical activity on selected faculties of Charles University in online shopping. The research participants will evaluate individual factors that influence their attitude towards shopping on the internet and the impact of the covid-19 pandemic on their shopping behavior. Based on this data, measures and recommendations will be proposed, which should help merchants understand the current expectations and demands of customers and thus improve user comfort when shopping online. Methods: The quantitative method of electronic questioning was used to obtain the resulting data. The content analysis was also used in the analysis of studies, professional articles and surveys focusing on the given issue, as part of this thesis. The resulting data were processed using basic descriptive statistical operations, such as absolute frequency, relative frequency and mean value. Results: The results of the study show that there has been an increase in the use of online shopping among the monitored sample of people. In terms of the impact on shopping behavior in...
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The effect of weather on purchases on online fashion e-shop in the Czech Republic
Borýsková, Nikola ; Chytilová, Julie (advisor) ; Kučera, Tomáš (referee)
This thesis aims to determine the e ect of weather conditions on online fashion purchases in the Czech Republic. Even though various studies have proved the impact of weather for instance on people's time allocation, mood or con- sumer behaviour in an o ine environment, this topic has been explored rarely. Ordinary Least Squares method was applied to estimate the impact of several weather variables (sunshine hours, precipitation, temperature, air pressure, and wind speed) on sales from Czech fashion e-shop using time series data for five years. All weather variables included in our analysis turned out to have a statistically significant e ect on sales. Keywords online shopping, e-shop sales, weather e ect, OLS regression Title The e ect of weather on purchases on online fashion e-shop in the Czech Republic
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Chování spotřebitelů při online nakupování
Ostrá, Eliška
This diploma thesis investigates patterns of behaviour in the Czech online shopping market. The thesis identifies segments of online shoppers, determines the factors influencing their consumer behaviors and from this analysis identifies a typical respondent. Secondary data are used for an orientation analysis of the e-commerce market in the Czech Republic. Further analysis of primary data pro-vides insights into the effectiveness of sales promotions and online marketing tools in influencing consumer attitudes and purchasing decisions. Regression analysis helps establish the optimal price points for online products based on the price sensitivity of consumers and their responses to selected sales promotion tools. The thesis concludes with suggestions for increasing customer satisfaction on e-commerce websites and thus enhancing profitability.
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Chovanie spotrebiteľa pri online nákupe potravín
Vanková, Barbora
Bachelor thesis deals with consumer behaviour in online grocery shopping. Theoretical part defines the behaviour of consumers during the online shopping as well as the factors that influence it. For this thesis has been used the marketing research carried out in the form of an electronic questionnaire survey, which was attended by 452 respondents and contained closed and open questions. Based on the survey conducted, it was characterized the typical consumer buying food online and suggested recommendations for online food buyers.
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Zákaznické problémy při nákupech oděvů v kamenných prodejnách v České republice
Fogašová, Tereza
FOGAŠOVÁ, T. Customer problems in purchasing clothing in brick-and-mortar stores in the Czech Republic. Thesis. Brno: Mendel University in Brno, 2019. The thesis deals with customer problems when buying clothes in brick-and-mortar stores in the Czech Republic. The main aim of the thesis is to propose marketing recommendations for brick-and-mortar stores with clothes, which could lead to making the process of purchase easier and more pleasant for customers and employees. The thesis provides an analysis of factors influencing customers at the point of sale, their preferences and identification and evaluation of the importance of problem areas that customers encounter when shopping for clothes. To obtain key information, a questionnaire survey (n = 317) and in-depth interviews (n = 6) were conducted. Both surveys were supplemented by observations in selected stores in Brno. Based on the research, it was found that the importance of brick-and-mortar stores does not disappear, only their roles are changing. In spite of the assumption that brick-and-mortar stores will be more complementary to e-shops in the future, we can say that they are irreplaceable. Especially because of the possibility of getting to know the goods personally and trying it out.
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Fenomén ROPO a jeho vliv na nákupní chování spotřebitele
Tran, Trong Nam
The thesis deals with the phenomenon of the shopping behaviour ROPO (Research Online – Purchase Offline) and its impact on the consumer behaviour. Examines factors which lead consumer to use this approach when shopping. Furthermore, it also examines the influence of user reviews during the buying decision process. In literature review are described individual phases of the ROPO effect. The thesis itself deals with the processing of data from surveys, based on which are further suggested marketing activities which when using ROPO effect will lead to increase in the store traffic of the physical store.
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