The aim of my master's thesis is komplex analysis of tea market in Czech Republic in terms of market size and development, market segmentation by types of tea, main manufacturers, brands and their market shares, importance of channels, regions and retailers to analyse especially their differences and specifics.

The aim is to analyze and evaluate the space management in selected companies and see how customers perceive the environment Tesco stores.

New findings from neuroscience, psychology and marketing disciplines to a certain extent disprove existing economic postulates and bring a different view on consumer behaviour, who do not behave rationally on purchase, but act based on simplified stimuli, such as emotion or intuition. The result is the emergence of manipulative techniques, which can be used to increase the effectiveness of sales, but simultaneously can be misused for activities exceeding the ethical and legal standards. The main subject of this thesis is an analysis of these techniques with focus on their usage and effectiveness in the Internet environment. The aim is to determine the extent to which a customer can be influenced before purchasing the product or service. To achieve the goal it is necessary to describe the key areas of consumer purchase process, to explain the basic principles of human brain functioning and especially to analyze the individual methods and their application in practice. With the Internet development the issues are also reflected on the web, where the entree to the entrepreneurship is becoming much easier. In the research there are examined techniques of manipulation tested through an interactive online questionnaire and subsequently analyzed in detail. Based on the data collected, the author formulates specific recommendations. The outputs can help an average consumer in defence against the manipulation and, at the same time, it offers a clear list of methods supporting sales for organisations.

The thesis is focused on the consumer behavior of the households in the period from 2003 to 2013. The theoretical part is divided into two parts, household consumption from the perspective of marketing, and from the perspective of economics. In the marketing section explains the concepts of consumer, household, consumer credit, consumer behavior, consumer predisposition and the buying decision process. In the section dedicated to economics concepts are explained, the budget line consumption, preferences, and surplus consumer's optimum. In the methodological part of the work describes the secondary sources from which I draw the data in the practical part. Listed here are provided for the investigated questions. The practical part includes information about the average income per person per year, the average expenditure per person per year, and also about the structure of consumption. I'm watching whether consumer behavior affect different criteria, for example, the age of the person at the head of the household, the size of the municipality in which the person lives in the household, the head of the household or education of the person at the head of the household. In conclusion is a summary of the collected data.

The diploma thesis deals with the analysis of FMCG (fast-moving-consumer-goods) shopping behavior and the retail chain positioning. The aim of the thesis is to evaluate the correspondence of the shopping behavior and the retail chain positioning for given retail chains. The analysis of shopping behavior is based on the questionnaire based on the representative sample of 4000 respondents. The shopping behavior is described with regard to seven segments defined by the Incoma GfK research agency. Two methods of shopping behavior are described in the thesis. The first one is the method based on the personally defined sorting rules created according to several questions selected from the questionnaire, and the second one that is based on the factor and cluster analysis. The self-created evaluating scale has been used to evaluate an influence of selected questions to segments viewed. In a similar way, the retail chains positionings have been determined based on the available data (opening hours , price level, provided services etc.). The correspondence of individual retail chain positioning and shopping behavior is evaluated in the conclusion.

Corporate social responsibility (CSR) has been receiving a considerable attention from researchers in recent years, especially with regard to consumers' perception. This thesis is exploring perception of corporate social responsibility among Czech consumers and aims to discover whether or not it has an impact on them while purchase decision making. Czech consumers appear to have an interest in CSR but they are generally little informed about organizational CSR activities. Moreover, findings showed that low awareness and trust determine high scepticism among Czech consumers towards CSR activities. Eventually, even though Czech consumers generally wish to support socially responsible organizations, they perceive CSR as rather peripheral factor of purchase since they prioritize traditional purchase factor such as price and quality.

Neuromarketing is a relatively new discipline at the intersection of neuroscience and psychology that aims to use the knowledge about the brain and its functioning to more efficient marketing strategies. The purpose of the thesis is to familiarize with the term neuromarketing and introduce its application on a specific example, an international company, Henkel. Since the companys existence, Henkel has built a strong position in the market and its products are known to all of us.

This diploma thesis is concerned with the issue of supplier resource management by using SAP SRM information system. Main goal is the adjudication if it is important to spend company's resources for optimization of shopping proces and if there exists some return of these resources. All at once this thesis is showing principles, SAP SRM's functions including benefits gained by the implementation and the system using. The practical part analyses the shopping process in ABB Group. Author compares a foregoing solution for an indirect spend management with SAP SRM solution. There was a necessary need to adjust company's processes when the new solution, that was implemented. These changes are modeled later on in this thesis and compared with each other. Added advantages achieved upon the foregoing solution are described as well.

This thesis is devoted to retail in Kazakhstan. Main objective of this work is to make an overview of retail market in republic of Kazakhstan and analyze its specifics, history and current situation. Also, thesis includes description of shopping centers market in Kazakhstan and prediction of future trends in retail in context of entrance into Custom Union with Russia and Belorussia.

The main aims of this diploma thesis were to analyze the biscuits market at in-store area and to give some recommendations to Kraft Foods company, how to communicate in this media type in future. The diploma thesis consists of theoretical and methodological part and practical part. In the theoretical and methodological part, there are described terms related to the market, analysis of the market, customers' behaviour - its types, process and influencing factors. Also in this part the in-store communication, the subject, process and methods of marketing research are explained. The practical part is based on the theoretical and methodological part. It includes information about the biscuits market, Kraft Foods company, their competitors and customers. The Nielsen, Admosphere, MML, U&A data analyzes and author's own research, were realized and their results are summarized in this part. Author's own research was done by monitoring in-store areas in 6 hypermarkets and supermarkets. The results of all analyzes and of author's own research are summarized in the chapter Conclusion. Also the recommendations for Kraft Foods company are to be found there.