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Research on the perception of Skechers brand product design viewed by generation Y
Nováková, Michaela ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Research on the perception of Skechers brand product design viewed by generation Y Goals: The main goal of the bachelor thesis is to find how generation Y perceives the sports shoes design of Skechers brand. To determine, which design factors are the most important during the selection of a sports shoes. An integral part of the thesis is to choose the most popular types of sports shoes, in the eyes of generation Y and also to find out how they perceive stoles of those shoes and their thallus. Methods: The practical part of this thesis, the marketing research, was conducted via electronic questionnaire, which was distributed using social networks and email. The main part of the questionnaire consists of pictures of Skechers shoes, and also of general questions asking respondents about their perception of sports shoes design. Results: Results of the research will be used not only to evaluate how sports shoes design of the Skechers brand is perceived by generation Y but also ease the choice for specific Czech shoe selling companies when selecting from a new collection of products. The results in practical part are described, graphically illustrated and displayed via photographic presentation of the most preferred models. The choice of design elements was similar to the most favored choices of...
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Neuromarketing and its use in a selected international company
Balogová, Lenka ; Chylíková, Hana (advisor) ; Pajkošová, Erika (referee)
Neuromarketing is a relatively new discipline at the intersection of neuroscience and psychology that aims to use the knowledge about the brain and its functioning to more efficient marketing strategies. The purpose of the thesis is to familiarize with the term neuromarketing and introduce its application on a specific example, an international company, Henkel. Since the companys existence, Henkel has built a strong position in the market and its products are known to all of us.
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Marketing research for a chosen company
MAREŠ, Petr
The topic of this diploma thesis was: Consumer marketing research for a chosen company. The research was done for the supermarket Albert. The aim of my thesis was to find out how opening of the commercial - traffic centre ``Mercury centrum{\crqq} has influenced shopping decisions and customer behaviour with respect to the supermarket Albert and, eventually, to propose a solution. I tried to analyse the marketing research process in detail in the theoretical part of my thesis. I tried to analyse the individual steps in detail and I followed these theoretical rules when working up the practical part of this thesis. Further, I dealt with the issue of shopping behaviour and consumers{\crq} decision-making process. In the practical part of this thesis I investigated shopping behaviour of both current and potential customers of the supermarket Albert using the marketing research. In order to acquire necessary information I decided for a personal attitude through questioning as it is supposed to be the most universal way of questioning. Randomly stopped people who went down the Lannova třída answered the questionnaires. I used computer software Microsoft Excel and Statistica 6.0 for evaluating the collected data. After evaluation of the gained data, I tried to propose some solutions that might lead to re-increase in revenues of this supermarket. Predominately I proposed steps that should make the current customers do their shopping more frequently and on a larger scale. Moreover, I believe that the supermarket Albert should try to lure new customers especially of the ranks of the students of the Faculty of Education.
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