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Co si tedy dáme? Vliv smyslových podnětů na zákazníkovu volbu občerstvení v restauraci
Macháčková, Nikola
Diploma thesis deals with an issue of sensory stimuluses and their influence on customer’s meal choice in a restaurant. The main objective of this diploma thesis is to formulate recommendations for restaurants on how to address customer’s senses in their decision making and how to support customer loyalty. This thesis focuses on identification of influences that affect customers during their decision-making process. Combination of quantitative (n = 311) and qualitative (n = 22) research yielded recommendations for restaurants.
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In-store marketing targeted at children
Křivánková, Barbora ; Rosenfeldová, Jana (advisor) ; Moravcová, Hana (referee)
The bachelor's thesis focuses on the topic of in-store marketing targeted at children and how they perceive this communication. The theoretical part describes its principles and possible adaptations of its elements to children shoppers. It also discusses the development of children themselves and their social and cognitive abilities. It also addresses legislative restrictions and ethical aspects. The research part subsequently investigates how children aged 8-17 perceive marketing at the point of sale. The results of the quantitative questionnaire show that children's perception is relatively complex from the age of 8. There are only minimal and insignificant differences between the youngest and oldest children. The conclusions of the thesis can serve as a basis for further research and as a foundation for creating ethical rules and principles of in-store marketing.
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In-store Marketing Communication of Perfume Chain Sephora
Gajdučeňa, Darija ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main objective of this bachelor thesis is in-store marketing communication and its use in cosmetic stores. The theoretical part of the thesis deals with in-store marketing communication, the use of POP and POS tools, building the atmosphere at the point of sale and the use of sensory marketing to influence the consumer in stores. This briefly describes the cosmetics industry, its current form and the historical development of specific segments at the turn of the 19th and 20th century. The practical part of the thesis first introduces Sephora perfumery on a global scale, then focuses only on Czech stores. This is followed by a description of the common features of Czech Sephora stores and a description of two pre-selected stores on Václavské náměstí and Národní třída in Prague. The research part is devoted to the analysis of data obtained with the help of qualitative interviews conducted with customers of Prague Sephora stores. The aim of the thesis is to evaluate the use of in-store marketing communication in cosmetic stores.
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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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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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Olfactory marketing and its sales impact
Šimáčková, Pavla ; Vranka, Marek (advisor) ; Zezulková, Markéta (referee)
The Bachelor's Thesis entitled "Olfactory marketing and its sales impact" addresses the marketing possibilities of our olfactory sense utilisation in marketing. This Thesis is divided into three parts. The first part is supposed to put the readers in the context of the field. It tries to provide the readers with sensory marketing overview since the olfactory marketing is its subcategory. This theoretical part of Thesis includes concepts relating to human sensory perception, a definition of sensory marketing and short description of sensory marketing evolution in history and also nowadays. This chapter is concluded with description of human senses marketing utilisation. The second part is dedicated to olfactory marketing itself. It includes a definiton and also describes a human scent perception and scent impact on human emotions and memory. The olfactory marketing in history and current olfactory marketing utilisation in practice is mentioned, too. An analysis of factors impacting olfactory marketing effectivity and case studies proving positive olfactory marketing impact on sales are the pivotal points of this chapter. Olfactory marketing instruments and their approximate price are also mentioned. All the knowledge coming from the theoretical part will be used in practical part of the Thesis. The...
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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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The Use of Scent in Marketing Communication
Polák, Jan ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis study sense of smell as mean to enhance marketing communication. In theoretical part of the thesis I focused on function of smell on biological level. I paid extraordinary attention to the brain and its function. I explained how the brain works and especially how the scents are being perceived. It is shown how important i tis to understand this topic well. The smell signals go directly to the deepest and oldest parts of our brain called the limbic system. This is where our emotions and memory are being processed. This tight connection between the smell, emotions and memory in some of the most important pieces of information that allows us to use the scent perception in marketing praxis. In the theoretical part of the thesis I mention also psychological effects of the smell such as the Proust phenomenon. This rather poetic term describes an unexpected feeling or long forgotten memory coming on our minds after exposure to certain smells that we have connected with our past experience. The practical part of the thesis is rather descriptive. I cited number of studies from scientific magazines which deal with effects of scents on human minds, perception and emotions, especially connected with practical use in marketing field. I added also some examples of the real companies which already use...
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Audio marketing in Czech Republic
Timanov, Vladimir ; Tahal, Radek (advisor) ; Horová, Olga (referee)
The aim of the work is processing and evaluation of the investment project. The project implies an establishment of the firm in Czech Republic. The branch of the entrepreneurship is sensory marketing or audio-visual marketing. The essence of this field of the marketing is encouragement of sales through the influence on emotional side of the client. Components of the work are market research, analysis of the competitors in this sphere, and the financial plan. As a result, the work will be structured as a business plan and its aim is to respond the question whether there is a sense to introduce the audio-visual marketing at the market of Czech Republic.
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