The aim of my thesis was to analyze consumer behavior on cole beverage market in Czech republic. I focused my research mainly on students of University of Economics in Prague. To implement it I used a questionnaire survey and data analysis Market & Media & Lifestyle of MEDIAN agency. The thesis is divided into two parts - theoretical and methodological and analytical. The content of theoretical and methodological part is the definition of basic concepts such as consumer behavior, decision-making process, its types, factors and models, market research, data analysis. Characteristics of companies, the establishment of hypotheses, the research itself, its evaluation and recommendations are included in the analytical part.

This study is focused on the cellular communication needs and wants of undergraduate university and technikon students. The study derived its information from a survey of 224 students who, via a questionnaire, were able to detail their present and future cellular communication needs. Among other findings, the results of this survey, revealed the following: • The undergraduate university and technikon student market is not homogenous • Ninety-three percent of university and technikon students in the sample had access to a cellular telephone • Short Message Services (SMSs) and "Please Call Me" services were frequently favoured and used • The market segment is highly brand conscious, preferring specific branded cellular telephones • Despite having a limited access to disposable income (most of which is provided by their parents), respondents spent between R75 and R1 000 per month on their cellular needs.

Background  In the context of booming e-commerce, logistics service is an opportunity as well as a challenge for fresh products e-retailers and their logistics service providers (LSPs). In fact, they offered various fancy logistics services, like evening home delivery, same-day delivery and recyclable packaging. However, it will lead to a high cost. So, it is necessary for them to understand consumer preferences for logistics services to obtain their satisfaction and loyalty as well as to decrease the logistics costs.  Purpose  The purpose of this study is to investigate consumer preferences for logistics services within online retailing of fresh products in Sweden.  Method  To fulfill the research purpose, a quantitative research is conducted by employing the full-profile conjoint analysis. The quantitative data in a raw form were collected from the questionnaire, which has investigated 161 respondents in Sweden for rating nine logistics service profiles. To reduce the respondents’ evaluation task, the profiles are generated by orthogonal design in SPSS 24.0. The data analysis is conducted by conjoint analysis module in the software.  Conclusion  The results show that free home delivery is the preferred choice and green packaging material is much more attractive than ordinary one. Delivery speed does not appear to be so important comparing with the other attributes, which means the respondents could accept the delivery within one week. To extent, the respondents are very cost conscious, but they are still willing to make trade off for the premium logistics services. For example, they could accept 1-50 kronor delivery fee when they select home delivery with green package marticals. Therefore, e-retailers and their LSPs can focus on how to balance free shipping and certain delivery costs in different contexts.

The aim of this thesis is to carry out a marketing survey and to analyze the effectiveness of a TV campaign for ALBI company with major focus on answering a set of crucial research questions. The first part of the thesis covers such issues as marketing, marketing communication, advertising and marketing survey from a theoretical point of view. After that I introduce the ALBI company and its marketing activities. The practical part is devoted to the marketing survey itself. I present the preparatory phase, the realization of the survey and its results. The goal of the survey was to reveal consumer preferences and different mindsets within the Czech population. The main contribution of the thesis is the survey output and marketing recommendations which shall be used internally by ALBI in order to improve its processes within the marketing department.

Insects as food is a subject that has gained a lot of attention in recent time. In order for insect-food to become popular in the west, where insects are currently not consumed, research has to be done on how consumers perceive insect-food, and which consumer groups that eat insects in other countries. This will give a picture of how insects can and should be used on the Swedish market. The purpose of the thesis is to research consumer associations and preferences of insect consumption in Sweden and South Africa. The study examines the question of which consumer groups that eat insects in either country, what associations and preferences consumers have of insect-eating, and how insects can be used in food in the future. An online questionnaire concerning associations, preferences and experiences of insect consumption was distributed in both countries, and was answered by 73 participants. Three producers of insects were interviewed in Sweden and South Africa to get an understanding of the production stage of insects and their experiences of the industry and the consumers, now and in the future. Entomophagy was not found to be more prevalent in any group in neither Sweden nor South Africa. When used in food, consumers prefer insects to be ground into a powder. The South African respondents who had previously eaten insects mainly as an everyday meal preferred the insects to be served whole while the others preferred the insects to be ground into a powder. Insects are often associated with being nutritious, cheap, and being environmentally friendly, as well as with unfamiliarity and disgust. / Insekter som mat är ett ämne som fått mycket uppmärksamhet på senare tid. För att insektsmat ska kunna slå igenom i västvärlden, där insekter i nuläget inte konsumeras, måste man ta reda på hur insektsmat uppfattas av konsumenter, och vilka konsumentgrupper som äter insekter i andra länder. Detta ger en bild av hur insekter kan och bör användas på den svenska marknaden. Syftet med denna uppsats är att undersöka associationer och preferenser rörande insektsmat i Sverige och Sydafrika. Studien undersöker vilka konsumentgrupper som äter insekter i de två länderna, vad konsumenterna har för associationer och preferenser för insektsätande, och hur insekter kan användas i mat i framtiden. En webbaserad enkät skickades ut till konsumenter i vardera land, och besvarades av totalt 73 deltagare. Frågorna handlade om associationer, preferenser och erfarenhet i förhållande till insektsätande. Tre insektsproducenter intervjuades i Sverige och Sydafrika för att ge en förståelse för produktionen samt deras tankar och erfarenheter av branschen och konsumenterna, nu och i framtiden. Oberoende av i vilket land undersökningen genomfördes var det inte möjligt att karaktärisera några konsumentgrupper där entomofagi var mer vanligt förekommande. När insekter används i mat föredrar konsumenter att dessa mals ned till ett pulver. Insekter associeras ofta med att vara näringsrikt, billigt och miljövänligt, samt med ovana och äckel.

his diploma thesis deals with construction of the marketing strategy for Philip Morris ČR, a.s.. The tabacco market has experienced continuesly increasing government regulation along with increasing consumption taxation in the last years. The strategy is desinged accordingly to this fact in order to achieve higher market share of this company. Philip Morris ČR, a. s. has faced nearly 25% drop in market share since 2002. This diploma thesis formulates and provides appropriate recommendations on the base of the market analysis as well as on the analysis of the firm. All recommendations are focused on the construction of effective marketing strategy.

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The need for complex software to coordinate the activities of modern enterprises has become a necessity for their success. As business sectors are rapidly reshaped, organizations become global, and consumers have a seemingly endless degree of choice, these competitive conditions require software engineers to incorporate consumer values—personal judgments based on comparative, preferential experiences—into the design of such supporting software. Traditional modes of thinking, whose primary focus was often on economic value, are being left behind, as consumers are requiring more qualitative experiences than ever before. And while the impact of quantitative values on IT is readily seen and acknowledged within software engineering, such qualitative values, and in particular consumer values, have been researched to a lesser degree. To foster greater alignment between business and its supporting IT infrastructure, requirements engineers operating under such conditions need new means to both capture real preferences of consumers and then relate such preferences to requirements for next-generation software.  To address this problem, this thesis establishes a conceptual link between the preferences of consumers and system requirements by systematically accommodating the variations between them. It accomplishes this by following a design science research paradigm to support the development of the works' primary artifact—the Consumer Preference-aware Meta-Model (CPMM). CPMM is designed to improve alignment between business and IT by both capturing the real preferences of consumers and then relating such preferences to the requirements engineering process. It relies on research contributions within three areas in information systems—Business Strategy, Enterprise Architecture, and Requirements Engineering—whose relationships to consumer values have been under-researched and under-applied. These support the design and development of CPMM and its relevance to the problem area. The benefits it provides towards solving the problem are then exemplified in three demonstrations: via logical mappings between CPMM and a common approach to business strategy (strategy maps/balanced scorecards); the application of CPMM to generate requirements for a Patient Health Record (PHR) system; and an empirical study of the development of a consumer preference-based system for online education for foreign and domestic students at Swedish universities. / I moderna företag har behovet av komplex mjukvara för att samordna verksamheten blivit en nödvändighet för att uppnå framgång. Då branscher snabbt omformas, organisationer globaliseras och konsumenter ges till synes oändliga valmöjligheter; krävs att mjukvaruingenjörer införlivar konsumentvärden - personliga bedömningar baserade på jämförande förmånliga upplevelser - i utformningen av dylik stödjande mjukvara. Traditionella sätt att tänka, primärt fokuserade på ekonomiska värden; hamnar lätt på efterkälken eftersom konsumenterna i högre utsträckning kräver alltmer kvalitativa upplevelser. Och medan det kvantitativa genomslaget av IT lätt kan observears och bekräftas med mjukvaruvaruteknik; är forskning kring kvalitativa värden, särskilt konsumentvärden, betydligt ovanligare. För att underlätta överensstämmelsen mellan företag och dess stödjande IT-infrastruktur, måste kravställande ingenjörer som arbetar under dessa förhållanden hitta sätt att fånga konsumenternas verkliga preferenser, och sedan relatera dessa till kraven för nästa generations programvara. För att lösa detta problem, fastställer denna avhandling ett begreppsmässigt samband mellan konsumentpreferenser och systemkrav genom att systematiskt tillmötesgå och jämka skillnader mellan dem. Detta åstadkoms genom att använda ett designvetenskapligt forskningsparadigm som också är avhandlingens primära artefakt; the Consumer Preference-aware Meta-Model (CPMM). CPMM är utformat för att förbättra anpassningen mellan affärsmässighet och IT genom att fånga upp konsumenternas verkliga preferenser och relatera dessa till kravhanteringsprocessen. CPMM bygger på forskningsinsatser inom tre informationssystemområden; affärsstrategi, verksamhetsarkitektur och kravhantering; vars relation till kundvärdering hittills är tämligen outforskad. Dessa tre områden stödjer både utformning och utveckling av CPMM och dess relevans för problemområdet. Fördelarna med CPMM exemplifieras slutligen i tre demonstrationer: genom logiska mappningar mellan CPMM och redan etablerade tillvägagångssätt för affärsstrategier (strategikartor/balanserade styrkort); genom tillämpning av CPMM för att generera krav på patientjournalsystem (PHR); samt en empirisk studie av utvecklingen av en konsumentpreferensbaserat system för online-utbildning riktat till både utländska och svenska studenter vid svenska lärosäten.

Background In the context of booming e-commerce and associated logistics flows, there is a considerable challenge to support the future of volumes, specifically more towards home deliveries by logistics service providers (LSP). There are means of addressing this challenge by identifying the key factors that influence consumer behaviour and lead to better adoption by meeting their convenience through right self collection end points setups thus decreasing the logistics costs, meeting sustainability targets and also efficiencies for logistics service provider operations. Purpose The purpose of this study is to study and investigate the convenience factors of self-collection endpoints and associated levels that influence consumer preferences for logistics services to use self-collection last-mile endpoint in Sweden and also associate with observed behaviour across different demographic segments. Methods For research, quantitative research was done using conjoint analysis. Data was collected using a questionnaire sent in Google forms from volunteers, designed through an orthogonal designed based profile to rate the relevance and interest it generated. Results were based on 161 respondents' feedback on 16 such profiles (autogenerated in the SPSS platform). Analyses on existing historical parcel data of the logistics service provider along with the demographic data to build decision-tree models which supports determining the crucial attributes which influence home deliveries and also identify the potential site for trialability by LSP to support better decision-making aligned with the new Innovation diffusion into usage. Conclusions The research has shown that the collection distance is the most crucial convenience factor which can drive/steer consumers to use self-collection endpoints by being relevant in the context of convenience factors to be considered as an alternate to home delivery, followed by handling time. Respondents were willing to compromise on home deliveries if distance was within their expectations, such as <300m from the study conducted. During the thesis work, decision-tree models have also been developed, which has shown relationship/dependency between demographics to different delivery methods like home vs. service points across different geographies and factors influencing it. It has been further observed that different influencing attributes play a significant role across geographical type of delivery locations, such as urban, sub-urban volume data.

Studiens syfte är att identifiera och diskutera vilka faktorer som svenska konsumenter värdesätter vid val av streamingtjänst. Studien utgår från tidigare forskning i ämnet på andra marknader där fyra övergripande faktorer samt flera underliggande delfaktorer identifieras påverka konsumenters val av streamingtjänster. “Innehåll” är den faktor som indikeras vara den absolut viktigaste faktorn på flertalet marknader följt av “pris” samt “användarvänlighet & funktioner”. Även “social påverkan” indikeras ha en märkbar påverkan på vilken streamingtjänst konsumenter väljer. Baserat på en sammanställning av dessa faktorer och delfaktorer som indikeras påverka konsumenters val av streamingtjänst har en analysmodell skapats. Analysmodellen formulerades utifrån identifierade mönster i den tidigare forskningen på andra marknader och representerar således den generella globala konsumenten och kan vidare appliceras på den svenska marknaden. Genom en deduktiv ansats konstruerades en enkätundersökning för en kvantitativ metod. Respondenterna uppmanades i enkäten att bland annat värdera delfaktorer formulerade från tidigare forskning utifrån hur viktiga dessa är för dem vid val av streamingtjänst. Resultatet visar att “innehåll” är den viktigaste faktorn för svenska konsumenter följt av “pris”, “social påverkan” och sist “användarvänlighet & funktioner” vilket till stor del överensstämmer med tidigare forskning. Noterbart är att skillnaden mellan högst och lägst värderade faktor respektive delfaktor var väldigt låg i relation till studier på andra marknader. Ytterligare delfaktorer tillkom som betydelsefulla för svenska konsumenter i form av nedladdning av innehåll, sportutbud samt funktionalitet på andra enheter. Svenska konsumenters preferenser vid val av streamingtjänst överensstämmer i hög grad med den generella globala konsumenten från analysmodellen formulerad från tidigare forskning. Detta bekräftar tidigare studier på andra marknader samt analysmodellens relevans att appliceras på liknande marknader vilket är ett betydelsefullt teoretiskt bidrag. Det var dock nödvändigt att skapa en milt uppdaterad analysmodell specifik för den svenska marknaden i form av tillägg av de tidigare nämnda tillkomna delfaktorerna under passande faktor. Studiens slutsats är att svenska konsumenter i stort delar preferenser med konsumenter på andra marknader. De faktorer som de värdesätter mest vid val av streamingtjänst är “innehåll” följt av “pris”. Därefter kommer “social påverkan” och slutligen “användarvänlighet & funktioner” som den minst viktiga faktorn. / The purpose of this study is to discuss and identify which factors that Swedish consumers value when choosing streaming service. The study is based on previous research made in other markets where four different factors with multiple sub-factors have been identified to influence consumers decision regarding the choice of which streaming service to subscribe to. “Content” is the factor which is indicated as the most important factor on multiple markets followed by “price” and “user-experience & features”. “Social influence” is also indicated to have a significant influence on consumers decision when choosing streaming service. Based on a summary of these factors and sub-factors which to different degrees influence consumers worldwide a framework was created. It was created from patterns in previous research on other markets and thus represents the general global consumer and can further be applied on the Swedish market. By using a deductive approach a survey was constructed to achieve a quantitative method. The respondents were among other things asked to rate each sub-factor formulated from previous research by how important this sub-factor is to them when choosing streaming service. The results show that “content” is the most important factor for Swedish consumers followed by “price”, “social influence” and lastly “user-experience & features” which heavily coincides with previous research. Notable is the difference between the highest and lowest rated factor and sub-factor respectively which is low in relation to studies on other markets. Additional sub-factor were added by respondents in form of downloadable content, sportselection and functionality on other devices. Swedish consumers preferences when choosing streaming service coincides heavily with studies on other markets and thus with the framework of the general global consumer. This confirms the result of previous studies as well as the frameworks relevancy to be applied to similar markets which is a meaningful theoretical contribution. It was however necessary to create an updated framework specifically for the Swedish market with the addition of the previously mentioned added subfactors under suitable factor. The conclusion of the study is that Swedish consumer heavily share preferences with consumers on other markets. The factors that they value most when choosing streaming service is “content” followed by “price”. After these comes “social influence” and lastly “user-experience & features” as the lowest valued factor.