Diplomová práce se věnuje zmapování a analýze jak nehmotného majetku tak zejména samotného procesu alokace, který je známější pod svým anglickým názvem Purchase price allocation ("PPA"), v celé své komplexnosti. První část DP se věnuje mapování teoretické části, jejíž střípky jsou rozesety v mnoha cizojazyčných zdrojích. Je zde provedena podrobná analýza nehmotného majetku a jeho oceňování pro potřebu alokace kupní ceny. Druhá část je věnována praktické aplikaci první části na příkladech, nikoli nepodobných praxi.

This thesis compares Czech and German law concerning contract of purchase on the internet, where one of the contractual partner is consumer. It compares and evaluate constract of purchase in general, then the implementation of European directives concerning consumer rights.

Teoretická část: marketingové prostředí, kupní rozhodovací proces, segmentace, marketingové strategie, marketingový mix. Praktická část: charakteristika trhu chovatelských potřeb, spotřebitelů, srovnání sortimentu firmy Keramost, a.s. a konkurenčních subjektů, analýza marketingového mixu s důrazem na marketingové aktivity, doporučení a závěr pro management

This thesis analyses an international sales contract especially its two parts, delivery and payment terms. Objective of the thesis is to present the high importance of delivery and payment terms in international sales contracts, how they influence the price as well as the whole business transaction. This text is devided into two parts, theoretical and practical. The first part deals with the whole characterization of an international sales contract, its belongings, legislative definition and detailed description of the delivery and payment terms. International chamber of commerce and insurance are also mentioned. The practical part concerns with anylysis of the particular examples from Ceco-legno company.

This thesis deals with the effect of advertising on children and their degree of personal autonomy, which is an attempt to evaluate the topic from the perspective of parents. The aim is to analyze how parents perceive the impact of advertising on their children and what is the purchasing power of children not only in terms of its own funds, but also the impact of children on family purchasing decisions. Primary data were collected by an electronic survey, when for a period of one week was obtained 96 questionnaires. Based on the results of own survey it is possible to say that children are susceptible target group for which the advertising is engaging and they remember its story. Children are able to distinguish different brands and can thus significantly influence the purchasing decisions of the family, because in most cases, parents want to satisfy the wishes of their children. Children usually receive pocket money only occasionally and if they want to buy something, the parents want to have an overview about it. The power of children as consumers therefore lies primarily in the possibility to participate in the purchase decision.

This thesis deals with marketing used on the Czech market of roofing products and with all aspects of consumers' behavior during the choosing and roofing of the roof. Czech roofing market is a global mixture of many inter-relations among different distribution channels on the production and selling part on one hand and specifying and installing part on the other hand. The thesis deals with also all parts of the 4P and 4C models used by producers of roofing materials and with 4P model of other distribution channels -- resellers and installers. Quantitative survey on roofers and qualitative survey on roofers and resellers of roofing materials confirmed, that roofer is the closest professional to investor while his decision process. As such, he has big influence on his decision and is able to change his mind and final decision. Local presence of the reseller is crucial for the buying of goods at the respective point of sale. There are differences in used roofing materials depending on the region of the Czech Republic. The difference could be given by historical habit, or by influence and knowledge of the brand of roofing material in the respective region or by technical performance of the roofing material, which is requested due to weather conditions in respective parts of the country. All distribution channels on the Czech roofing market use marketing methods to achieve their goals by selling roofing products and with it linked services.

The master thesis named "Analysis of purchasing behaviour on the organic food market" deals with relationship of customers towards organic food. There are theorecital aspects of customer's decision analyzed as well as specifics of the organic food market in the Czech Republic. The thesis includes results of marketing research regarding general awareness of organic food and related purchasing conventions, which has been processed based on theoretical knowledges. There is a proposal of marketing suggestions for economic subjects which act at the organic food market, made at the end of the thesis.

The master thesis explores consumer behaviour of young women on the hairdressing services market. It focuses on purchase motivation, perceived risks associated with this type of service and determines factors that influence the choice of a hairdressing salon. It also examines satisfaction of the research target group with hairdressing services. The first part of the thesis covers the specifics of service marketing and consumer behaviour in service context. That is followed by chapter summarizing the results of research on the topic from secondary sources. Practical part of the thesis is introduced with a chapter dedicated to the conducted individual interviews. Hypotheses are defined based on secondary data and the individual interviews. The last part of the thesis analyses the results of the questionnaire survey, verifies hypotheses defined in the previous chapter and summarizes the findings to make recommendations that can primarily serve hairdressers and hairdressing salons.

This thesis analyzes the effects of various factors on consumer behavior of the population and their subsequent manifestations in consumer purchase decision-making process. The first part describes general concepts of consumer behavior and then it is followed by an analyse of cultural, sociological, psychological and ecnomic effects. Each chapter also specifficaly describes how these factors may affect consumers themselves. The theoretical section is folowed by the practical part, in which could be, because of adequate theoretical knowledge, specified eight hypotheses. In order to need collecting necessery data was completed a questionnaire. Its first part analyzes specific kind of consumer behavior manifestations, the second one analyzes the factors that influence the loan amount, which I chose as one of the consumer behavior manifestations. Three hypotheses were not confirmed, remaining five hypotheses were confirmed. With using the regression analysis there was shown that the factors which influence the loan amount the most are the wage amount, the purpose of the loan, marital status and age.

The thesis is devoted to the topic of mobile applications focusing on educational applications for preschoolers. The introductory part deals with the theory of application ecosystem, purchase decision-making process, and marketing of mobile applications. The following chapters are focused on primary and secondary research. The aim of thesis is to analyze the situation on mobile application market worldwide and in the Czech Republic with a focus on educational applications for children. More importantly, it intends to reveal parent's attitudes toward downloading applications for their children up to age six. The conclusion is a summary of acquired knowledge and the proposal of possible measures resulting from the research.