Tóthová, K. Social responsibility of customers regarding charging for plastic bags in Slovakia. Diploma thesis. Brno: Mendel University in Brno, 2019. This thesis deals with the social responsibility of customers in Slovakia with regards to the charging for plastic bags in terms of plastic waste minimization. Based on evaluation of consumers behavior, the aim of this thesis is to propose recommendations for retailers in the area of communication, aiming to improve general knowledge on social responsibility and environmental behavior. The first part of thesis concentrates on theoretical explanation of CSR concept from the business and consumer perspective and introduces relevant terms related to stakeholders, CSR communication strategies and standards. The second part of the thesis, the outcome part, contains the orientational analysis, secondary data analysis, quantitative and qualitative research analysis in order to understand consumers behavior. Based on the evaluation, we propose solutions to retailers which lead to increased awareness of social responsibility within environmental behavior. Eventually, these evaluation activities can also be applied economically.

Lorencová, K., Consumer behaviour on the market of non-alcoholic beverages. Diploma thesis. Brno: Mendel University, 2019. This diploma thesis deals with consumer behaviour on the market of non-alcoholic beverages in the Czech Republic. Thesis examines consumer behaviour, the Czech and foreign markets of non-alcoholic beverages, determines the development of consumption of non-alcoholic beverages, preferences, attitudes and opinions of consumers. It primarily focuses on identifying the factors that affect consumers most in a given market. Techniques that are used in the thesis are marketing research, namely questionnaire survey (n = 503) and cluster analysis. The output of this thesis is the determination of the main factors influencing consumer behaviour in the non-alcoholic beverages market, which are previous experience associated with the taste of the drink, reduced price and quality. Another output is segment characteristics and suggestions for sellers of non-alcoholic beverages to increase their sales.

Obrtel, P. Consumer Behaviour on the Mobile Phone Market. Diploma thesis. Brno: Mendel University in Brno, 2019. The diploma thesis deals with the behaviour of consumers at the age of 18–35 on the mobile phone market in the Czech Republic. The thesis analyses the smartphone market and identifies factors and consumer behaviour in choosing smartphones. The thesis conducts marketing research techniques, specifically survey, deep interviews, and cluster analysis. The outcome of the research pro-vides identification of factors influencing the consumer behaviour, characteristics of the market segments, and marketing recommendations for actors on the smartphone market.

Klemša, M. Consumer behaviour at the beer market. Diploma thesis. Brno: Mendel University, 2019. Diploma thesis deals with the behaviour of consumers aged 18–26 at the beer market in the Czech Republic. The aim is to analyse beer market. The thesis fo-cuses on consumption, production, export and import of beer in the Czech Repub-lic and then compares these data with selected countries of European Union. The aim of the thesis is also to analyse behaviour of the selected group of consumers. Quantitative research identifies habits, preferences, attitudes and factors which influence consumer behaviour. Finally, particular recommendations based on previous analyses are suggested to small and medium-sized breweries in the Czech Republic.

This diploma thesis focuses on the impact of influencer marketing on the behavi-our of women in the 18-34 age group in the market of decorative cosmetics. Pri-mary research was conducted by using eye-tracking technology, in-depth inter-view and survey method. All of these methods examine the attitude towards in-fluencers with the aim of identifying consumer behaviour in the industry of de-corative cosmetics in relation to social media and influencers. The results of all research methods form the recommendation on the effective campaign making with influencers in the industry of decorative cosmetics.

The diploma thesis is focused on the consumer behaviour of generation Y on the coffee market in Brno. The aim of the thesis is to identify segments of consumers in the coffee market in Brno, to identify their preferences, and on the basis of this, to make recommendations for sellers providing services on this market. For the achieving of aim is used quantitative and qualitative research. Quantitative research is carried out by questionnaire survey. The results are used to segment consumers through cluster analysis. Qualitative research in the form of in-depth interviews is used to complement the characteristics of individual segments. The output of this diploma thesis is identification of four segments on the coffee market in Brno and determination of the recommendations for sellers on this market.

This diploma thesis deals with the influence of implementation of a chatbot technology for sales promotion and customer services. The aim of the paper is to evaluate effects, that influence the consumer shopping behaviour after the implementation of chatbot and to identify factors that have an impact on the communication with this technology. Then the goal of this thesis is to create recommendations for companies considering the implementation of chatbot technology, which would also reflect the specifics of a Czech consumer. Data for primary research are obtained through questionnaire surveys and in-depth interviews. Quantitative research is used to process factor analysis that identifies factors influencing communication with chatbots.

The diploma thesis is focused on consumer behavior in the market of alteranative medicine. The aim of this work is identification the factors that are decisive for the use of alterantive medicine product and services, to define consumer segments in this market, analyze their typical behavior and than draw conclusions and recommendations for market players. An indicative analys has made it possible to describe the situation on this and the competitive markets. Using questionnaire survey, primary data was obtained that serves to segment consumers. From the result of the cluster analysis are define five segments of consumers operating in this market. To complement the charasteristic of individual segment was used the qualitative research in the form od in-depth interviews. The results of secondary and primary analysis enabled to come to conslusions and recommendations for consumers and alterantíve medice providers.

Píšová, N., Consumer behaviour on the market with milk and dairy products. Diploma thesis. Brno: Mendel University, 2019. The diploma thesis deals with consumer behaviour on the market of milk and dairy products. Developmental trends in the production and consumption of these commodities in the world and in the Czech Republic are analyzed in the thesis. The price analysis is described in more detail in the analysis of secondary data, which is complemented by a prognostic model. The aim of the thesis is to reveal segments on the market of milk and dairy products and to identify factors that affect consumer's behaviour during the purchasing. For this purpose, primary research is carried out by questionnaire survey. Cluster analysis is applied for segmentation and marketing recommendations are directed for the entrepreneurs and consumers.

FOGAŠOVÁ, T. Customer problems in purchasing clothing in brick-and-mortar stores in the Czech Republic. Thesis. Brno: Mendel University in Brno, 2019. The thesis deals with customer problems when buying clothes in brick-and-mortar stores in the Czech Republic. The main aim of the thesis is to propose marketing recommendations for brick-and-mortar stores with clothes, which could lead to making the process of purchase easier and more pleasant for customers and employees. The thesis provides an analysis of factors influencing customers at the point of sale, their preferences and identification and evaluation of the importance of problem areas that customers encounter when shopping for clothes. To obtain key information, a questionnaire survey (n = 317) and in-depth interviews (n = 6) were conducted. Both surveys were supplemented by observations in selected stores in Brno. Based on the research, it was found that the importance of brick-and-mortar stores does not disappear, only their roles are changing. In spite of the assumption that brick-and-mortar stores will be more complementary to e-shops in the future, we can say that they are irreplaceable. Especially because of the possibility of getting to know the goods personally and trying it out.