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The Perception of Sustainable Statements of Fashion Brands from the Perspective of Customers
Rybářová, Eliška ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
In my bachelor's thesis I focus on how customers perceive sustainable statements of fashion brands. I investigate how customers' opinions influence their purchasing behaviours and how they respond to sustainable communication of fashion brands. The aim of this thesis it to find out whether customers act in accordance with their sustainability beliefs and to what extent they allow themselves to be influenced in their decision-making. The thesis is divided into a theoretical and a practical part. In the theoretical part I introduce the reader to the concepts of sustainability, green marketing, green washing and purchasing behaviour. I give examples of organisation that are actively trying to establish a sustainable society. In the practical part I introduce the reader to the research methodology. I present the data collected from quantitative research supplemented with data from the qualitative research. Finally, I evaluate the research results and answer the research questions.
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Factors Influencing the Purchasing Behavior of Consumers
Korecká, Martina ; Hajdíková, Taťána (advisor) ; Kincl, Tomáš (referee)
The thesis is focused on the analysis of individual factors that influence purchase behaviour of the consumer. The work will also evaluate effectiveness of marketing tricks used in a selected commercial chain and evaluate the aggressiveness of marketing practices from the perspective of shoppers. The aim of work is to propose recommendation of communication within the distribution channels.
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Farmers markets
Mládková, Martina ; Zamazalová, Marcela (advisor) ; Koudelka, Jan (referee)
This thesis deals with consumers, who buy farm food in Prague and its surroundings. The aim of this work is to find out the awareness and attitudes of consumers in Prague about the possibilities of purchasing farm food, to evaluate the place and frequency of the purchase and their motivation to buy. The theoretical part defines the farmers' markets, their history, the code, the process of establishing the market, the differences between farm and organic food and other forms of farm food sales. On the basis of the questionnaire survey and the results processed in the practical part, the differences in consumer behavior of women and men in different age categories are identified, who is a typical consumer and what preferences he or she has. Based on the final summary, this thesis suggests some solutions and recommendations on how to change the situation for the better.
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Body image: The importance of skin type in consumer purchase behaviour
Maliniaková, Lucia ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
The aim of this master´s thesis is to find out whether dry skin type influences the consumer´s satisfaction with his appearance and whether possible dissatisfaction can arouse purchase behaviour in meaning of purchasing and consuming miosturizing skin care products. Based on findings, thesis proposes next target to compose corresponding orientation of marketing communication for selected segment. Thesis follows a concept of concentrated marketing, which starts with market segmentation of consumers with dry skin type in analytical tool Data Analyzer and continues with selection of one particular segment to get a focuse on. After target segment is selected, questionnaire survey is used to enhance its profile. The thesis is finished up with draft of marketing orientation for selected segment. This marketing orientation captures the results of relation between dry skin type and body image revealed from data analysis MML-TGI and questionnaire investigation.
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Důležitost Udržitelného Rozvoje: Vnímání Společenské Odpovědnosti a její Dopad na Nákupní Chování Českých Spotřebitelů
Štěpánková, Zuzana ; Lhotáková, Markéta (advisor) ; Cook, Gina (referee)
Corporate social responsibility (CSR) has been receiving a considerable attention from researchers in recent years, especially with regard to consumers' perception. This thesis is exploring perception of corporate social responsibility among Czech consumers and aims to discover whether or not it has an impact on them while purchase decision making. Czech consumers appear to have an interest in CSR but they are generally little informed about organizational CSR activities. Moreover, findings showed that low awareness and trust determine high scepticism among Czech consumers towards CSR activities. Eventually, even though Czech consumers generally wish to support socially responsible organizations, they perceive CSR as rather peripheral factor of purchase since they prioritize traditional purchase factor such as price and quality.
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Analysis of the organic food market
Meisnerová, Aneta ; Zamazalová, Marcela (advisor) ; Koudelka, Jan (referee)
This thesis deals with the situation on the market of organic food in the Czech Republic. The aim is to determine the attitudes, awareness and purchase behaviour of Czech organic food consumers. Find out how different purchasing behaviour of women and men by age and what is typical organic food consumer. The thesis is divided into two parts. In the first theoretical-methodological section describes the basic concepts and legislation on the matter. Furthermore, mapping the situation of the contemporary state of the organic food market. The practical part consists of market segmentation obtained from desk research MML-TGI and quantitative research purchasing behaviour and attitudes of Czech consumers to organic food.
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The purchase behavior of consumers of retail chain COOP
Lehká, Andrea ; Boučková, Jana (advisor) ; Procházková, Markéta (referee)
This thesis deals with the purchase behavior and habits of consumers in the retail chain COOP, particularly cooperative COOP Hořovice. The work consists of two main parts -- theoretical and practical. The theoretical part solves the issue of purchase behavior of consumer and the factors that influence on consumer during all phases of their purcasing decisions, from a general perspective. Regarding the solving issue work also provides information about private labels, which are typical for retail. Furthermore it includes basic knowledge of marketing research and its phases. The practical part is beginning with important data about the cooperative COOP Hoovice (history, basic information, offered services and private labels). Recommendations for improvements are based on the course of research and its results interpretation.
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Distribution of chosen French products on the Czech market
CHLUPOVÁ, Tereza
This bachelor work aims to evaluate the distribution of chosen French products to the Czech market and uncovering the possibilities how to increase their marketability. The whole work consists of theoretical and practical part. The theoretical part gives an explanation of the basic terms of the marketing field which are important for the clarification of the issue of this work. It is focused on the characteristics of markets and their classification at the market of organizations and the market of a final consommateur. It explains the importance of the value for a final customer and it tries to describe the purchase behaviour of organizations and of the final consommateur. This part contains a brief presentation of market analysis and methods how to find out data and information. It deals in detail with the distribution which represents for each company a complex and an exacting process of shipping their products to the final consumer. The practical part is based on an analysis of the sales activities of the company Anglo Czech Ltd. It is concerned with the characteristics and development of French company called Prodifa, which is specialized in the manufacture of perfume atomizers and their charges and afterwards in their sale to distribution companies. This part gives a description of development and characteristics of Czech distribution company Anglo Czech Ltd., which is purchaser of several products of the French company. The work is devoted to the history of cooperation between these two companies and current methods of selling of French products on the Czech market. Also it tries to uncover new opportunities how to increase their marketability.
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Purchase decision-making process of consumers in the market of portable computers
Pavlisová, Katarína ; Koudelka, Jan (advisor) ; Stříteský, Václav (referee)
The master's thesis deals with the purchase decision-making process of consumers in the market of the portable computers. The aim of this thesis is to analyze the different stages of the purchase decision-making process, specify the consumers in this market and describe their buying behaviour. In the theoretical part of the thesis there are described internal and external factors affecting the buying behaviour of consumers and also the purchase decision-making process. Furthermore, the thesis describes the market of portable computers, the current situation on this market and purchase decision-making process in this market. The thesis contains primary and secondary research. Primary research involves the analysis of data obtained from a questionnaire survey conducted in the form of online surveying. Primary research is devoted to the description of the various stages of the purchase decision-making process of the defined age categories. Secondary research specifies the consumers in the market of portable computers on the basis of data from the database MML-TGI.
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