Submitted in fulfilment of the requirements for the Degree of Master of Technology: Marketing, Durban University of Technology, 2014. / The establishment of choice set from which consumers identify their preferred product and/brand choices arouses some interest among researchers, specifically within the context of international marketing. This curiosity about the influence of a product’s place of origin (country-of-origin: COO) on the establishment of consumer choice sets chiefly emanates from the growth of international trade and globalisation. The gap within the knowledge base surrounding consumer behaviour with respect to the purchase of foreign and domestic brands, specifically within Africa created the potential for research. As part of the evolution of COO research, this study looks into the construct of consumer ethnocentrism (CE) and its relationship with product selection and consideration. The aim behind the study can be summed up in the following objectives: firstly, to identify the moderating effects of consumer demographic variables on ethnocentric tendencies; secondly, to determine consumer attitudes towards foreign convenience goods; and, thirdly to establish the association between consumer ethnocentrism (CE) and brand selection for a consideration set. A structural model was developed illustrating the relationships (assumed) between consideration and CE. This resulted in the developed of five hypotheses. A cross-sectional descriptive survey was conducted within Durban. A research instrument was developed combining ethnocentrism research and the concept of consideration. Within the study, an explanation of the research methodology utilised was provided. 500 questionnaires were distributed in order to obtain primary data for the purpose of the study. A presentation of the results obtained was provided. An analysis of the collected data was also provided using SPSS 21.0 with the aid of graphs and the appropriate inferential statistics. The research hypotheses were tested using an independent sample Kruskal-Wallis test and a Mann-Whitney U-test. A Spearman’s correlation test was used to test the relationship between consumer ethnocentrism and brand consideration. The chi-square test was used to test for the existence of variances within the responses provided by the respondents. The study revealed that only race had a significant relationship with consumer ethnocentrism while other demographic characteristics did not. Ethnocentric tendencies were strongest among Black South Africans. An association was also discovered between consumer ethnocentrism and the consideration of convenience products. The study, therefore, provides a better understanding into South African consumers’ selection of convenience products as influenced by consumer ethnocentrism. The theoretical and practical implications from the research findings have also been discussed within the report with the provision of suggestions regarding future research.

published_or_final_version / Business Administration / Master / Master of Business Administration

Title: The marketing research of the image of sports brands Objectives: The objective of the inquiry is to identify the image of the 5 best known sports brands on the Czech market from the Prague generation Y point of view, whose age limit is defined by Bergha (2012). At the very end of the survey we then compare the acquired results with one another. Methods: The center of interest was the brand and how the consumer perceives it. The marketing research, used in this survey in the form of the electronic inquiry, can be assessed as quantitative with the use of qualitative techniques. It is based on studying the respondents' approach to competitive brands from one market segment. As crucial in the questionnaire was a battery of personal qualities, which was however supplemented by modified projective techniques, i.e. association tests and emotional connection of brands with colours. Results: The inquiry results show that among strongly perceived personal qualities of the examined sports brands is "trustworthy" which gives the impression of active life and health. Among neutrally perceived attributes is "exciting" and quite unapt characteristic is "aggressive". When evaluating the emotionality of the brands by means of limbic mapping, colours like black, white, blue and red predominantly dominate....

Title: PUMA branding Objective: The aim of diploma thesis is to get improvement proposal which could be used for further building of PUMA brand. The research will be carried out on two samples of respondents. The first sample will be Generation Y which is defined by Bergh (2012). A second sample of respondents are employees of the company PUMA. Methods: The entire thesis is focused and based on standardized method of the brand personality from J. L. Aaker (1997), adapted by the authors Geuens, Weijters and de Wulf (2009). Statistical functions such as: arithmetic mean, mode, skewness, kurtosis and standard deviation will be used for the interpretation of the outcomes. The results will be processed in order to intensify the development of PUMA brand. Results: Based on the research results, the brand personality of sports brand PUMA can be described by the dimension Activity. The brand personality of PUMA is active, stable and dynamic. This result was agreed by both groups of respondents, as Generation Y, and employees of the company PUMA. Keywords: branding, brand management, sports brand, corporate PUMA, marketing research

Title: The marketing plan of fitness center Expreska Jiřího z Poděbrad. Objectives: The main aim of the dimploma thesis is to construct a marketing plan for fitness center Expreska Jiřího z Poděbrad for the year 2017. The proposed marketing strategy, including the implementation plan will be directed to achieve marketing and business goals of the organization. Methods: For analysis of the microenvironment is used Porter matrix. Analysis of macroenvironment is done with the help of PEST analysis. For the analysis of competition is used marketing mix. The criteria of marketing mix are score and they are assigned to the appropriate weight. Already mentioned methods will form the basis for the creation of a SWOT analysis. Within Ansoff matrix is determined by the marketing strategy, which is supported by the research of customer satisfaction. Results: The result of this work is complete marketing plan of Expreska Jiřího z Poděbrad for the year 2017, which includes the necessary requirements and can serve as a tool for achieving the goals of the organization. Keywords: Marketing plan, Marketing mix, SWOT analysis, Marketing research, Marketing goals, Marketing strategy, Expreska JZP

Title: Marketing research of the customer satisfaction in thirty minutes training for women at EXPRESKA gym Praha Háje. Aim of work: Presentation of the results of the marketing research of customer satisfaction and its evaluation, hypothesis testing. Methods: inquiring through the questionaire, primary data collecting. Results: The majority of female customers are satisfied with the facility EXPRESKA gym Praha Háje. However, some weaknesses come up in the field of supporting services, furthermore there were also discovered some problems connected with children, which are allowed to move freely all around the gym and they disturb other customers. There are also problems in the hygiene in the sanitary facility. In spite of all those minuses listed above is ESPRESKA positively rated by its visitors. Key words: marketing, customer satisfaction, EXPRESKA gym Praha Háje, marketing research, questioning, sports services.

Title: Marketing research of HC Sparta Praha fans' satisfaction Objectives: The main objective of this diploma thesis is to find out how satisfied were HC Sparta Praha fans with the quality and the quantity of services that were offered them during season 2010/2011. As the contribution of the diploma thesis I will propose, according to the outcome of the marketing research, new services that can HC Sparta Praha offer to increase the fans' satisfaction. I will eventually propose how to improve current services. Methods: I used a method of personal interview, electronic survey and observing in my diploma thesis. The method of personal interview was used for the preparation of a questionnaire. I interviewed employees of HC Sparta Praha's marketing department. The method of electronic survey was used for data collecting and I used observing when working in a Customer Care Centre and when attending HC Sparta Praha's home matches. Results: I found out, that HC Sparta Praha fans were satisfied with almost all services, that the club offered them. The most important thing, when attending home match, is a sport performance and the less important is a supplementary program. In total was the worst evaluation around number 3 ("not satisfied, nor dissatisfied"). Keywords: service, marketing mix in sport,...

Title: Rytiri Kladno hockey match benefits for spectrators Objectives: Analysis and description of benefits, taken from the visiting Rytiri Kladno hockey game to spectators in the season 2012/2013. Finding satisfaction with individual benefits and propose measures that could lead to increased satisfaction and increase attendance. Methods: observation, electronic survey, written interview, personal interview Results: Proposals and recommendations to improve spectator satisfaction and increased attendance. Keywords: Rytiry Kladno, marketing research, ice hockey, hockey match benefits, spectator satisfaction

Title: Sports celebrity influence on the behavioural intentions of students from secondary schools and universities in Prague Objectives: The goal of my study is to determine the effect of sports celebrities on the behavioural intentions of students from secondary schools and universities in Prague. Methods: The method of written questionnaire is selected for marketing research. The sampling unit is consisted of students from secondary schools and universities in Prague. The students were selected randomly. Results: The results of research have not been clearly demonstrated that the sports celebrities have positive effect on the behavioural intentions of students from secondary schools and universities in Prague. The final information is organized in tables and graphs in result section. Key words: Marketing, marketing communication, marketing research, behavioural intention, consumer, customer, sports celebrity.

Title: Research of sports center KK - aerobik service quality. Objectives: The aim of this thesis is a marketing research of quality of service provi-ded by the fitness center KK - aerobik in Prague 4 Modřany. After evalua- ting the empirical data obtained marketing research, using Brady's model define problem areas and suggest measures to improve the quality and in-crease customer satisfaction with the offered services. Methods: In this thesis the method of quantitative interviews with Brady's model in modification for fitness was used. Evaluated data were organized in excel sheets. Based on these data graphs have been processed of which the re-sults are clearly visible. Results: After evaluating all of the data and their comparison we identified several remedial measures that should contribute to improving the quality of ser-vices provided by the researched subject. Improving the quality will con-tribute to higher client satisfaction and thus to increase the traffic and thus to higher satisfaction of the management. Keywords: Service, quality, service quality, business, marketing research, questionary, customer, customer's satisfaction.