The aim of this diploma thesis is to find out how consumers perceive the chosen advertising tool and to create a proposal to use the obtained information. The thesis is divided in two parts. Theoretical part deals with concepts related to consumer´s attitudes and perception. For the practical part tender sheets of supermarket Terno were chosen as an advertising tool for analysis. Practical part includes the research involving final consumers from South Bohemia region, depth interviews with several consumers and interview with marketing director of the company. This three parts are processed and evaluated together. The conclusion of the thesis is focused on the analysis of results and proposals were created that the company could use.

Issue of my Master{\crq}s work inclusive of questions consumers{\crq} cooperative and network marketing. This is very interesting and actual section, because both of these levels have been hiding large potential. They can bring out compelling alternative solution in contact with final consumer. The Work is focused on general analysis of the setting of network marketing and the setting of consumers{\crq} cooperative in the Czech republic. This analysis is completed with comparison of two concrete subjects and assets for final consumers. One of the components is also question form. This question form is based on questioning of two hundreds respondents. Main aims were to find out consumers view of network marketing and consumers{\crq} cooperative, how consumers trust these systems and how often they use it for shopping. Conclusion what I got from research is that consumers{\crq} cooperative is more popular, than network marketing. Due to wrong name of network marketing. That is also why the final consumer use consumers{\crq} cooperative more often for shopping, than network marketing. Main potential of consumers{\crq} cooperative and network marketing is based on the fact, that they can get final consumers to integrate chain. In that case, the consumer is supposed to participate in the co-creation of products and services.

The main topic of this thesis is the trading with one of the most important commodity in the market – electricity. This thesis will analyse the topic from the point of view of a natural person who potentially would like to start trading in the market. The description focuses on causes and consequences of the market liberalization. The electricity trading will be also analyzed from the point of view of a consumer and also of a producer. Possibilities will be listed on how to purchase and sell electricity, principles how particular markets work and also comparison of the price of electricity with the prices of other commodities. The aim is to give a detailed description about domestic market electricity price creation. The main purpose of this thesis is to describe the situation in the domestic market with electricity and future development in this branch, expressing also considerations about switching the electricity supplier.

This thesis focuses in its content on the impact of changes in the rate of value added tax on the subjects of the pharmaceutical market. Thesis explains the basic concepts of taxation and simultaneously describes the theoretical basement of price and reimbursement regulation of medicines and foods for special medical purposes. The thesis contains an analysis of the actual impact of changes in the rate of value added tax on the expenses of health insurance companies and patients.

Este trabajo de suficiencia profesional, busca sustentar dos expedientes pertenecientes a las dos principales ramas del derecho. Por un lado, un expediente de derecho público, correspondiente a una controversia de protección al consumidor y, por otro lado, un expediente derecho privado, que busca determinar la naturaleza de un acto jurídico celebrado en el marco del derecho civil. El primero de los expedientes, se trata de la controversia iniciada por la señora Denise Marissa Buckley Soto contra Lan Perú S.A. por la presunta infracción al deber de idoneidad del servicio, el cual habría sido afectado debido al retraso en el vuelo LA 2706 en la ruta Lima-Madrid. El segundo caso bajo análisis, es la controversia entre José Luna García y su cónyuge, y la empresa Organización Peruana de Exportaciones Industriales S.A. – OPIESA, sobre de la naturaleza del acto jurídico que celebraron de forma verbal durante el primer trimestre el año 1997. La posición de los señores Luna es que el acto jurídico celebrado fue un contrato de compraventa del Inmueble, mientras que la empresa Organización Peruana de Exportaciones Industriales S.A. – OPIESA, considera que se celebró un contrato de naturaleza asociativa, en el que los señores José Luna y su cónyuge, participaron en una asociación para el desarrollo de un proyecto inmobiliario. / This work of professional sufficiency seeks to support two files belonging to the two main branches of law. On one hand, a public law file, that corresponds to a consumer protection dispute and, on the other hand, a private law file, which seeks to determine the nature of a legal act executed within the framework of civil law. The first of the files is the controversy initiated by Mrs. Denise Marissa Buckley Soto against Lan Perú S.A. for the alleged violation of the duty of suitability of the service, which would have been affected due to the delay in flight LA 2706 on the Lima-Madrid route. The second case under analysis is the controversy between José Luna García and his spouse, and the company Organización Peruana de Exportaciones Industriales S.A. – OPIESA, about the nature of the legal act that they celebrated verbally during the first quarter of 1997. The position of Mr. Luna is that the legal act was a contract for the sale of the property, while the company Organización Peruana de Exportaciones Industriales S.A. – OPIESA, considers that an agreement of an associative nature was executed, in which Mr. José Luna and his spouse participated in an association for the development of a real estate project. / Trabajo de suficiencia profesional