The aim of the thesis is to find differences in perception and knowledge of sportswear brands, and the purchase behaviour process of sportswear based on the purpose of purchase (sporting activities, leisure or daily wear), and then to recommend steps for a successful brand building to Czech manufacturers of sportswear. The theoretical part of the work, which is based on analysis and synthesis of secondary data sources, quotes and comparisons of the opinions presented by various authors, characterizes marketing management, its tools, brand, and costumer purchase behaviour. The practical part of this thesis consists of an analysis of secondary data dealing with brand policy of selected sportswear brands (Nike, Adidas, Puma, Alpine Pro, Hannah, Husky) and primary data collected via questionnaire. Based on the results of the research, conclusion and recommendation were formulated. The recommendation comprises of systematic work on creating brand identity, identification elements and active communication of values that a brand brings to current and potential customers. To focus on a segment of active sportsmen, which currently do not have a favourite sportswear brand is also recommended. The successful acquisition of this segment enables a creation of a relatively large base of loyal customers.

The diploma thesis concerns with influence of Apple brand on consumer buying behavior. The aim of thesis is to qualify the influence of brand on consumer buying behavior on smartphone market. From this conditions will arise the recommendations to Apple company, how is possible to bolster its position on mobile phone market. The theoretical part of thesis place emphasis on description of marketing mix, brand theory and consumer buying behavior. Practical part is based on studied secondary data. There is detailed description of Apple company its brand building strategy, situation on smartphone market with marketing instruments, that are used on this specific market. Quantitative questionnaire survey performed in electronical form creates a core of the practical part of the thesis and is preceded by qualitative pre-survey on seven iPhone users. Precisely 154 respondents participated on questionnaire survey that observed thoughts and judgements of questioned people about Apple brand. There are included opinions of owners, that own various smartphone brands and also respondents from the group of Apple iPhone users. The responses of both groups are in the chapter of appraisal results and conditions compared along with studied secondary data. These outcomes of questionnaire survey and secondary data are used as a framework to completion several recommendations for Apple brand and the whole company on this market. Almost three quarters of owners, that use all chosen smartphone brands, perceive the prices of Apple smartphones as overly high. Just as the first group evaluates the situation a bit more than half of the iPhone users, although inside this group is a lower sensitivity on Apple products price perception. One of the important recommendation for Apple company is to be more efficient in communication about the adjustment of its smartphone prices and pricing policy towards to consumers across the countries. It is necessary to obtain more consumers from a group of new Apple brand users and students. These expects the offer of cheaper smartphone in high quality medium category. In case of their satisfaction is there scope for Apple to offer them its premium smartphones in the top category.

The thesis focuses on the issue of damages under Article 74 of the United Nations Convention on Contracts for the International Sale of Goods (hereinafter the "CISG") as one of the possible outcomes of a breach of international sale contract. The general goal of the thesis is to comprehensively describe possibilities of the innocent party when claiming the damages under Article 74 of the CISG while focusing in detail on the issue of calculation of damages. The contents of the thesis are separated into three parts. First two chapters of the thesis cover general topics related to CISG such as its importance in the field of international sales and historic context of both the CISG as a whole and its Article 74 in particular. The reader's attention is aimed at the position of Article 74 within the CISG and detailed description of the principles governing its application, including in particular the principle of full compensation and related categorization of loss for which the damages can be awarded. Apart from the extent of the innocent party's right to damages, the thesis also describes the limitations of such right, namely the foreseeability of the loss and the obligation of the innocent party to mitigate it. In its second part, the thesis focuses more closely on the calculation of damages. In this...

This thesis analyses behaviour of consumers within the South Bohemian food market. First part theoretically describes basic concepts concerning this topic. Next part consists of research regarding South Bohemian merchant chains, primarily focussed on the number of them. Following section consists of a questionnaire. The aim of the research is to define consumers' behaviour in the food market. All data gathered and recommendations for change are summarized at the end in discussion and summary.

The graduation theses at the theme {\clqq} The funding of exercise obligations with selling agriculture technics``. In this graduation these is described areas, which are very important with selling ariculture technics. I theoretical part I deal with the establishment, termination and securing of obligations and further with purchase contracts, leasing, financing and grantes. After that I continue with practical part, in which I describe selected companies, I compare their purchase contracts and I investigate their accordance to business law.

Thesis title: Purchase Agreement on Transfer of Ownership Right to Real Property This thesis deals with the issues related to the transfer of ownership right to a real property by the means of a purchase agreement. The topic of this thesis has been chosen mainly for the reason that the purchase agreement is the main type of contract used, in most of the cases, to meet the housing needs of people. The aim of this thesis is to set out the basic aspects of the above-mentioned legal institute and primarily to identify the problematic situations that may arise during a real property transaction on the basis of the purchase agreement, in terms of applicable legislation. The thesis is structured into sections and is formed by the introduction, six separate sections and the conclusion. The first section is devoted to a brief description of history of purchase agreement and contractual transfer of real property, which is subsequently followed by a summary of applicable legislation regarding the purchase agreement. Section two is concerned with the definition of real property as a legal term and is further divided into subsections, where the specific aspects of individual types of real property, i. e. plot of land, construction, right to build, and unit, are described. The third section describes the two...

This thesis deals with issue of Internet transactions in relation to the private international law, particularly with recent sources of law that govern cross-border sale. The thesis is divided into three parts. The first part addresses general issues of Internet transactions, namely the relationship between the Internet and the law, identification of subjects on the Internet, attributability of legal effects caused due to operation of electronic agents and last but not least electronic contracting, especially delivery of electronic communication and technical methods of presentation of terms and conditions by Internet service WWW. Part two provides analysis of the most important sources of law that govern cross- border sale at the private international law level, particularly those that are part of the Czech legal system, namely the United Nations Convention on Contracts for the International Sale of Goods, the regulation Rome I and the Act no. 91/2012 Coll. (the act governing private international law) and beside those also relatively new unified substantive rules governing some issues of formation and performance of contracts electronically contained in the United Nations Convention on the Use of Electronic Communications in International Contracts. In the analysis is addressed whether and what...

The thesis is called international sales contract. The aim of it was to provide an overview of the possible legal regime of an international sales contract and to inform about sources of law that are applicable to such contract. The main aim of my thesis was to analyze United Nations Convention on Contracts for the International Sale of Goods (CISG). I tried to evaluate its advantages and disadvantages through the whole thesis. I focused on its scope of application, on the other hand, I did not examine rights and duties of parties to a contract determined by the CISG. In one part of my thesis I also paid attention to INCOTERMS, which is a significant and practical tool on the field of international trade. I realized this thesis using a descriptive method, since I tried to characterize certain legal instruments and their position and function thanks to information obtained from legislation, doctrine and case law. Moreover, I was using a comparative method, as I was comparing differing opinions of doctrine. Afterwards, I tried to form and explain my own views. I divided my thesis into five sections. In the first section I described international sales contract and I pointed out the difference between international and domestic sales contract. In the second part I was dealing with sources of law of...

This thesis deals with the issue od selling goods in shops, thus the isme of consumer purchase contracts, which everyone of us concludes every day. The content of this thesis is devided into six chapters whose aim is to characterize current legislation of consumer purchase contracts in details and it deals primarily with rights and obligations of sellers - businessman and buyers - consumers. Part of this thesis deals with alternative consumers dispute resolution The first charter focuses on general analysis of legislation which deals with sell of goods in shop. This chapter systematically includes the issue of consumer purchase contracts to current private law legislation and mentions the legislation of the European Union. In this chapter the author also define the legal terms as sell of goods in shop, consumer, businessman, goods. Finally in this chapter is mentioned unusual discharge with consumer purchase contract. In the second chapter is because of clarity of this thesis mentioned general legilsation of purchase contract, when the author describes requisites of purchase contract. Mainly essential requirements as item of purchase and purchase price. Further in this chapter the author describes rights and obligations of purchase contract parties. The third chapter named as transfer of ownership...

Tématem diplomové práce je zhodnocení vývoje reálné a nominální konvergence ČR k EU a zkoumání připravenosti České republiky na přijetí eura. Práce se zabývá teoretickými koncepty konvergence, jako je zákon jedné ceny, teorie parity kupní síly či Balassa - Samuelsonův model. Shrnuje, která kritéria se k hodnocení procesu konvergence používají, a blíže analyzuje, jak Česká republika plní maastrichtská konvergenční kritéria. V závěru práce jsou shrnuty aktuální problémy hospodářské politiky ČR, které jsou překážkou přijetí společné měny eura. Práce se mimo jiné zabývá otázkou, v jakém časovém horizontu je možné přijetí eura očekávat.