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Proposal of the Retail Network Activity Streamline
Záděrová, Šárka ; Škrdlík, Miloš (referee) ; Bayerová, Vladimíra (advisor)
This dissertation engages in the development of proposals for the improvement of retail networks. The goal is to propose changes in the strategy of regional retail networks, which should lead to an increase in its competitiveness. The proposed changes are based primarily on observations of selected stores, as the accuracy and functionality of internal processes can only be inspected in the retail units, which creates value for customers.
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Vliv sociálních sítí na chování spotřebitele
Chovancová, Silvie
CHOVANCOVÁ, Silvie. The impact of social networks on consumer behaviour. Br-no, 2023. Bachelor Thesis. Mendel University in Brno. Thesis supervisor Ing. Lucie Veselá, Ph.D. Social networks are part of almost every teenager's life. This paper is con-cerned with finding the impact of social networking on the consumer behaviour of Generation Z. It also investigates the attitudes of Generation Z towards the fear of missing out (FoMO) phenomenon. The subject of the research was Generation Z's behaviour on social networks, their shopping behaviour, motivation and discour-agement to buy, and last but not least their awareness of the fear of missing out. From the findings, recommendations were made that should help businesses in developing a marketing strategy that is effective in reaching out to Generation Z. These recommendations also include incorporating elements of FoMO.
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Food Waste and the Shopping and Consumer Behaviour of Czech Households – June/July 2023
Čadová, Naděžda
In its regular survey the Public Opinion Research Centre at the Institute of Sociology, Czech Academy of Sciences, examined the Czech public’s attitudes and opinions on the issue of food waste. More than a half (52%) of the respondents consider food waste to be a big problem, more than two-fifths (42%) think food waste is not right, but there are more urgent problems that need to be solved and only twentieth (5%) of the Czech public does not consider food waste to be a big problem in society.\n\nThe most important reason for reducing food waste according to respondents is to save money for their household (75%), while the least important reason is to change society through their behavior (34%).\nThe majority (55%) of respondents go shopping several times a week, while a quarter (25%) go shopping once a week. 14% of respondents shop every day.
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Interior design of stores and its impact on consumer behavior and psychology
Tomíček, Milan ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This bachelor thesis named "Store Interiors and their Influence on Customers" deals with the influence of in-store marketing, consumer behaviour, interior design and world events on brick-and-mortar retail. The first part defines in-store marketing communication and introduces the basic concepts, tools and functions of in-store marketing. Next, the paper examines retail decline and consumer behavior. The last theoretical section discusses shopping atmosphere and shopping environment, which plays a major role in the POP marketing discipline. The practical part is devoted to quantitative research, which tries to find out which elements of interior design influence customers the most, what is their attitude towards brick-and-mortar stores after the pandemic and how big a role is played by sensory communication. In the last section, a SWOT analysis summarizes the strengths and weaknesses of brick-and-mortar stores combined with the opportunities and threats that the stores face. The aim of the paper is to gain new insights regarding in-store marketing, interior design and consumer behaviour.
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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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The retail space management
ŠÍMOVÁ, Sandra
The aim of this bachelor thesis is to propose changes in the space layout of the selected retail unit. The selected retail unit is Kaufland in Strakonice. Based on the mapping of the current layout of the unit and the customer satisfaction with the current space layout, a new model of the retail unit is proposed. The theoretical part is focused on the study of information on the topic of the space management. The practical part of the thesis includes the mapping of the current sales area model, the results of the questionnaire survey, on the basis of which a new sales area model is proposed.
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Marketing communication in selected company
HOŠINSKÝ, Filip
This diploma thesis investigates the problems of marketing communication in the selected company. The aim is determining the current condition of online marketing communication in selected company. Next steps and measures that are leading to improve marketing communication are deduced form the results of survey. We can divide the diploma´s thesis into several parts. The theoretical part is focused on technical terms and definition that must be understood for processing. We define concept of marketing communication. It was really important to focus on how marketing communication works and describe what tool is uses. In the last part is thesis focused on optimizing company website and social networks. In the practical part I research current condition of marketing communication in the company. The research was conducted using structured questionnaires. About 123 respondents were asked to complete the questionnaire. Questioning was realized since December to March. Most of questions are focused on shopping behaviour on internet and respondent's car preferences. Results and recommendations are discussed in the final part of this thesis. I am basing on the results that I got from the survey and personal investigation. The results were processed, and I created some measure or innovation that would lead to increasing effective online marketing communication in selected company.
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Environmentally friendly food consumption choices, shopping, and behaviour in Czech society – Food 2022
Hanzlová, Radka
The Public Opinion Research Centre’s special ‘Food 2022’ survey contained several questions about environmentally friendly behaviours that relate to what foods people buy and what they eat. The most important factor the Czech public considers when shopping for food is price, followed by a food’s ingredients, while the least important factor is the food’s packaging. Almost three-fifths (58%) of respondents at least sometimes sort organic waste. The most commonly used methods are composting in the garden and brown bins (called composters).\nLess than a quarter (23%) of respondents buy organic food at least sometimes, which compared to 2021 is a decrease of 10 percentage points.\nAmong the environmentally beneficial activities, people in the Czech Republic most often carry their own bag for shopping and sort regular waste in their household. In contrast, they are least likely to buy vegetables and fruit in reusable bags and to reduce car journeys.
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Possibilities of marketing localization in retail environment
Šimek, Petr
The dissertation maps the micro-local and cultural aspects of the Czech Republic and applies them to retail marketing. Not only price and performance is the most critical factor in shopping, but also social background, culture, and micro-location have a significant influence on purchasing decisions. The work consists of 3 independent pieces of research, which follow on from and complements existing Czech studies on shopping preferences, which primarily deal with regional diversity and social aspects or directly purchasing decisions and moves the knowledge of Czech customers one step forward. Powered by TCPDF (www.tcpdf.org)
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Functional and emotional impulses during shopping at the point of sale
Šteflová, Aneta ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor's thesis entitled "Functional and emotional impulses during shopping at the point of sale" addresses the description of buying impulses in a retail store. It illustrates those marketing possibilities for application of impulses in communication of non-chocolate sweets at the point of sale in hypermarkets. The first theoretical part defines shopping at the point of sale, its terminology, provides information about impulsive shopping and analyse particular buying impulses and possibilities of their usage. In the second part of the theses, theoretical knowledge is used from the first part to describe in-store marketing communication tools employed by different brands of non- chocolate category at the point of sale of Czech hypermarkets. Information about buying impulses is gained from literature and on-line sources. Information about POP communication tools in hypermarkets comes from my own observation and from analytic discussion of impulses' usage with materials gathered from the theoretical part. The main focus is on description of the current situation in application of POP communication tools, especially buying impulses used in communication of sweets with customers at the point of sale.
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