The diploma thesis deals with an issue of shopping environment in the shops with lingerie. The main task of the thesis is to propose marketing measures which will help to create a suitable environment in the lingerie´s shops and to make the whole purchasing process easier for buyers and sellers as well. The thesis is focused on identifying the factors, emotions and feelings that affect´s and influence the customer during the purchasing process. It deals also with determining the impact of individual elements on the customer of shopping environment of the lingerie´s shops. Qualitative and quantitative research was used by utilizing in-depth interviews with potential customers (n = 31) and questionnaire survey (n = 326). Mystery shopping (n = 10) was performed as a complement to the research. Research results shows´ that customers are most affected by shop staff and the biggest problem during shopping is trying lingerie.

This diploma thesis deals with consumer behaviour towards private label brands. The main objective of this diploma thesis is to identify factors that influence consumer purchasing decisions of private label food products. This thesis also describes consumer attitudes towards private label brands and consumer preferences. Primary data (n=609) was collected through a questionnaire survey in March, April 2017 in the Czech Republic. The data was processed using the software Statistica 12. The quantitative survey was supplemented with in-depth interviews with consumers (n=20). The survey results allowed to formulate marketing recommendations for retailers which could be practically used.

This diploma thesis is focused on buying behaviour of households in fast moving consumer goods in Czech Republic. The main objective of this thesis is to find out how the differences are manifested in the purchasing decisions of households of different sizes and structures in fast moving consumer goods and to formulate recommendations for entities operating on this market based on the findings. First, the secondary data was collected. To achieving the objectives of the thesis also in-depth interviews were conducted (n = 31) and questionnaire survey was carried out (n = 404). Quantitative data were being collected from September to the end of October 2018. Research brought interesting insights into the key factors in the selection of the stores and shopping habits of the households of different sizes and structures related to buying fast moving consumer goods. Marketing recommendations were prepared for retailers in the fast moving consumer goods on the basis of the findings.

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.

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.

The diploma thesis deals with consumer behaviour on the freshwater fish market and disincentives to higher consumption of freshwater fish. The main goal of the diploma thesis is to formulate recommendations for companies selling freshwater fish and proposals for marketing communication of freshwater fish producers to-wards consumers, which should lead to an increase in demand for Czech freshwa-ter fish. In order to achieve the goal consumer behaviour was investigated through a questionnaire survey (n = 355), in-depth consumer interviews (n = 30) and in-depth interviews with Czech freshwater fish producers and sellers (n = 4). The re-sults of qualitative and quantitative were evaluated, frequencies and descriptive statistics calculated, and dependencies tested. Based on the results, general rec-ommendations were proposed for companies selling freshwater fish.

Oboňová, I. Consumer behaviour in the chocolate and chocolate confectionery market in the Czech Republic. Diploma thesis. Brno: Mendel University, 2019. Diploma thesis deals with the consumer behaviour in the chocolate and chocolate confectionery in the Czech Republic. The main objective of this thesis is to identify factors that influence consumer behaviour within the confectionery. This goal is achieved through market analysis, quantitative research, qualitative research and cluster analysis. The result of the work is the behaviour of consumers in individual segments and the determination of marketing recommendations for the subjects in the market for these sweets.

In this master’s thesis, the effect of smell as a tool of sensory marketing on consumer decision making is examined. The aim of the thesis is to describe the functioning of smell in a consumer decision making context and based on gathered data suggest possible recommendations applicable for selected culinary establishments that would serve to meet the needs of consumers as well as operators of these establishments. The case is demonstrated on an empirical study carried out in the Slovak National Theatre, whereby visitors were exposed to purposefully released smells over the period of two weeks. Consumer behaviour and revenues attributable to three selected items were observed over the studied timeframe. The collected data was subsequently compared to that of a counterfactual period in which no smells were being released. A statistically significant difference was observed in the sales of all three items examined, whereby the revenues stemming from coffee and strudel saw an increase, while the revenue from savoury pastry saw a decline. At the same time, it is necessary to identify potential factors that may have skewed the obtained data. Visitors have in their consumption process felt restricted primarily by a time constraint, which is necessary to take into account for long-term application of smell as a tool of sensory marketing, as well as for future research purposes.

This diploma thesis deals with research of purchasing behaviour of generation Y on the market of South Moravian microbrewery. The goal of the thesis is to identify the importance of packaging and etiquette in purchasing decisions, consider the information area of packaging, determine the existence of sex differences and the brand loyalty. Based on the findings suggest recommendations for microbreweries. In achieving the goal in quantitative form a questionnaire (n=684) and a quantitative research which combined eye-tracking experiment with deep interviews (n=38) were used. The goal was not only to identify the elements that are important to the millennials, but also to define the reasons for their behaviour.