Diploma thesis is focused on the behavior of the visitors of the Shopping Center Géčko. In the theoretical part, there are explained the basic terms from the domain of customer behavior and there is also the specification of shopping centers. The practical part contains quantitative research. The main purpose of this thesis is to propose recommendations for the management of the shopping center based on the results of the questionnaire.

The topic of this diploma thesis was: Consumer marketing research for a chosen company. The research was done for the supermarket Albert. The aim of my thesis was to find out how opening of the commercial - traffic centre ``Mercury centrum{\crqq} has influenced shopping decisions and customer behaviour with respect to the supermarket Albert and, eventually, to propose a solution. I tried to analyse the marketing research process in detail in the theoretical part of my thesis. I tried to analyse the individual steps in detail and I followed these theoretical rules when working up the practical part of this thesis. Further, I dealt with the issue of shopping behaviour and consumers{\crq} decision-making process. In the practical part of this thesis I investigated shopping behaviour of both current and potential customers of the supermarket Albert using the marketing research. In order to acquire necessary information I decided for a personal attitude through questioning as it is supposed to be the most universal way of questioning. Randomly stopped people who went down the Lannova třída answered the questionnaires. I used computer software Microsoft Excel and Statistica 6.0 for evaluating the collected data. After evaluation of the gained data, I tried to propose some solutions that might lead to re-increase in revenues of this supermarket. Predominately I proposed steps that should make the current customers do their shopping more frequently and on a larger scale. Moreover, I believe that the supermarket Albert should try to lure new customers especially of the ranks of the students of the Faculty of Education.

Sova, A. Factors influencing impulsive buying behavior in online grocery shopping. Diploma thesis. Brno: Mendel University in Brno, 2019. This diploma thesis identifies factors, which influence purchase behaviour in online grocery shopping. To determinate these factors the orientation analysis was created. Based on the analysis was determined research questions and questionnaire. The research was further supported by user experience testing by using the technology of eye tracking and in-depth interviews. The outputs of the parts of the research are recommendations for businesses operating on the online grocery market.

The aim of the thesis is to evaluate the shopping atmosphere in the selected shopping centre and to create relevant suggestions to improve the current situation of the shopping atmosphere. The theoretical part is dedicated to the study of background theoretical knowledge in terms of trade, retail and territorial analysis. Shopping centres are described in detail from their history to the present, which forms an essential part of the literature. The theory greatly enriches the shopping atmosphere with its external incentives, to which belongs layout and floorplan of the unit, entrance spaces, display, inscriptions, car parking as well as other internal reasons among which are commercial equipment, used building material, lighting, colour solution, musical background, smell and microclimate conditions. Subsequently, marketing research is characterized, which is the basis for the practical part of the thesis. In the practical part the practise field research is realized in the local shopping centre. Through the questionnaire survey, the customers visiting the shopping centre are asked in person. Conclusively, collected data are evaluated in the research, the results are assessed, and appropriate suggestions are proposed.

The main aim of the thesis is the research and evaluation of attitudes and buying behavior of customers in selected shopping center.

The thesis explains the term the commercial communication, especially parts of the communication mix. But mainly it analyzes contemporary situation in the commercial communication, which changes are happening and it also describes trends in the adressing the customers. One chapter is dedicated to the Purchasing cycle which is a product of the McCann-Erickson advertising agency.

Nowadays firms are dealing with fierce competition and are "forced" to keep launching new products and strategies that would attract consumers'attention. One of the fastest growing marketing strategies - Cause-related marketing (CRM) addresses these trends as well as benefits from them. Cause-related marketing is a strategic partnership between a for-profit and non-profit organization. The contributions to the cause are made via consumer'purchases. As many statistics prove, CRM is a very effective strategy resulting in higher sales, enhanced image as well as loyalty. The question remains: how is it possible? What marketing concepts and techniques stand behind CRM? The diploma theses answers those questions and explains most important markteting and psychologial concepts from consumer's and firm's perspective.

This thesis is focused on the proces management of the purchasing department. The aim of this thesis is to describe the purchasing process in the selected company, in puding its evaluation and subsequent optimization, whose changes would lead to more efficient and better use in the purchasing department. In order to achieve this result,it was necessary to obtain the necessary data that were obtained through interview with the purchasing staff and thein own experience in the purchasing department. The theoretical part presents a general introduction to the chosentopic. The purchase process, goals, and purchase objects are graphically shown and explained in detail in this part. Further more, the koncept of process is characterized, including the mapping of processes and characters needed to create the process map. The next charter is for suppliers, which also includes supplier selection and evaluation. After the theoretical part, the practical part follows. The first part of the practical work deals with the description of the chosen organization, where the organizational structure is also presented. This company can be proud of it is long history not only regarding the Czech market, but also abroad. The second part is aimed at the employees of the purchasing department, including adescription of the work contents. Then, it summarizes the current analysis of the purchasing process, which also includes a process map. The next section deals with supplier selection and subsequent evaluation. The last part proposes an optimization solution for the purchasing process, which concerns the efficiency of the informatik system. This improvement is also reflected in the developer process map using "Microsoft Visio" program. The proposed results were given to the employees of the company for subsequent assessment.

Práce se zaobírá nákupním chováním českého spotřebitele, definuje rámec nákupního chování a vlivy, které ovlivňují nákupní chování spotřebitelů. Dále obsahuje vysvětlení kupního rozhodovacího procesu a jeho etap. Praktická část popisuje současnou všeobecnou situaci v České republice, zabývá se maloobchodními řetězci a odhaluje postoje a chování specifické právě pro české spotřebitele. Tato část navíc obsahuje zpracování výsledků průzkumu Market&Media&Lifestyle společnosti Median z roku 2004 a postihuje odlišnosti nákupního chování mužů a žen a rozdíly v nákupním chování mezi věkovými kategoriemi.

Práce navrhuje změny či případné postupy v oblasti nákupu a prodeje,doplňuje činnosti, které v současné době ve fungování těchto útvarů scházejí.Zabývá se organizací oddělení nákupu a prodeje, strategickým a operativním nákupem,prodejní činností ve společnosti a řízení zdrojů nutných k provádění obchodních operací.