The aim of my Master thesis is to analyze consumer process of purchasing decision in the detergents market. Through this aim I am trying to confirm or deny defined hypothesis by research. In theoretical part is detailed description of consumer behavior and marketing research. Next chapter is dedicated to specifications of main producers in the detergent market which is followed by my own research. To my research were used primary and secondary researching sources. Questionnaire was used as primary source. Analysis is accomplished through excel tabs and graphs. At the end of my thesis is a summary based on analysis and recommendations for the companies, which occur in the detergent market.

Title: Generation Z and sports brands Objectives: Main goal of the diploma thesis is to find out brand importance in decision-making process of generation Z living in capital city of Prague using group interviews. Methods: The qualitative method was used in the diploma via group interviews. Scenario of the group interviews was based on literature search. Audio record was taken during the interview which was used with notes to analyzing the data. Summary protocol method was used to rewrite data from audio record. Results: For generation Z living in the capital city of Prague, the brand plays its role in the buying decision-making process in all its phases in the purchase of sporting goods. Generation Z living in capital city of Prague got good relationship with sporting brands. They are willing to pay more money for branded goods and they are loyal to brands. Keywords: generation Z, brand, sports brand, consumer, consumer behavior, buyer decision process

Syfte: Denna studie syftar till att undersöka hur konsumenters köpbeslut påverkas utifrån deras kunskap och uppfattning om produkters tillverkningsland (Country of Manufacture). Metod: I denna studie används den kvalitativa forskningsmetoden där datainsamlingen utfördes genom 10 kvalitativa semistrukturerade intervjuer via telefonsamtal och Zoom-möten. Slutsatser: Informationen om ett tillverkningsland används i konsumenternas utvärdering av alternativ i form av stereotyper om länder, vilket även påverkar deras förväntningar av produktens inre värden. Påverkan av informationen om tillverkningslandet är större vid personliga och känslomässiga aspekter i form av fientlighet, affinitet och etnocentrism. Bakomliggande faktorerna till dessa aspekter är politik, hållbarhet och religion vilket uppstår på kollektiv och individuell nivå utifrån deras livssituation och tidigare erfarenheter. Dessutom tar konsumenten ställningstaganden över om de ska genomföra ett köp eller inte utifrån dessa aspekter. / Purpose: This study aims to investigate how consumers purchasing decisions are affected based on their knowledge and perception of the Country of Manufacture of products. Method: This study has a qualitative research method where collection of data was performed through 10 qualitative semi-structured interviews via telephone conversations and Zoom meetings. Conclusions: The information about a Country of Manufacture is used in consumers' evaluation of alternatives in the form of stereotypes about countries, which also affects their expectations of the product's intrinsic values. The influence of the information about the Country of Manufacture is greater in personal and emotional aspects in the form of animosity, affinity and ethnocentrism. The underlying factors to these aspects are politics, sustainability and religion, which arises on a collective and individual level based on their life situation and previous experiences. In addition, the consumer takes a stand on whether or not to make a purchase based on these aspects.

The aim of this diploma thesis is to analyze a buyer decision process of consumers in choice of mobile phone operator with a focus on individual. The diploma thesis is divided in six parts. The first and second parts focus on theory of marketing of services with an emphasis on services of mobile operators followed by consumer behavior. Next part covers problems of mobile phone operator's market. Next key part is buyer decision process of consumers in choice of mobile phone operator based on secondary (agency) data and based on results from analysis of a questionnaire. A summary of acquired results is compared to all phases of buyer decision process in sixth part. Comparing of results for picked customer segment with actual offer of mobile operators in Czech Republic is at the end of this thesis.

Under de senaste åren har det blivit allt vanligare för konsumenter att använda sig av sociala medier, främst inom turismindustrin. Det är vanligt för konsumenter att idag stöta på nya destinationer och att viljan av att resa uppstår genom sociala medier. Denna studie handlar om att få en djupare förståelse av hur destinationsmarknadsföring tolkas av konsumenter. För att uppnå syfte har dessa två frågeställningar formulerats, Hur möts konsumenterna av destinationsmarknadsföring på sociala medier? och Vilket inflytande påstår konsumenterna att destinationsmarknadsföring inom sociala medier har på deras köpbeslut av destination?. Den empiriska materialinsamlingen har tagits fram genom att genomföra 20 kvalitativa intervjuer på konsumenter. Valet av att genomföra intervjuerna på konsumenter var för att få konsumenternas perspektiv av det valda forskningsområdet. För att analysera den empiriska materialinsamlingen har studien utgått ifrån fem teorier, Social media marketing, Konsumentens beslutsprocess, WOM och eWOM, Personliga egenskapers påverkan på konsumenternas köpbeteende och Push- och Pull faktorer. Studien har kommit fram till att konsumenter ofta möts av destinationsmarknadsföring i sin vardag på sociala medier. Samt att mötet även har ett stort inflytande på konsumenternas köpbeslut, då viljan av att resa uppkommer och beslutet av destination tas. / Over recent years it has become increasingly common for the general populous to use social media, especially for companies and consumers in the tourism industry. This affects the way potential consumers learn about new destinations and also influences their opinions on said places. The aim of this study is to gain a deeper understanding of how destination marketing is interpreted by consumers. In order to achieve this, two questions needed to be answered: How do consumers come across destination marketing on social media? and In what way do consumers feel destination marketing impacts their purchasing decisions? Interviews were conducted with 20 consumers to obtain qualitative data in order to gain an insight on the consumers perspective. Empirical data was analyzed using five different theories: Social Media Marketing, The Buyer Decision Process, WOM and eWOM, Personal Characteristics Affecting Consumers Behavior and Push- and Pull Factors. This study shows that consumers encounter destination marketing on social media often and also that destination marketing has a significant influence on consumers purchasing decisions as it encourages travel and allows selection of destination.

The aim of this diploma thesis is to analyze a buyer decision process of consumers in travel industry with a focus on outgoing tourism. The diploma thesis is divided in six parts. The first part focuses on theory of consumer behavior followed by marketing of services with an emphasis on tourism. Next part covers buyer decision process of consumers in travel industry based on results from analysis of a questionnaire. These results are integrated with agency data. A summary of acquired results is compared to all phases of buyer decision process at the end of this thesis.