Evgenyeva, E. Decoy pricing. Master thesis. Brno: Mendel University, 2019. This diploma thesis deals with the cognitive bias Decoy pricing, which is currently the subject of interest for companies working in retail. The tenets of the decoy effect on consumer behavior are analyzed in detail in the literature review, the findings of research and experiments are also taken into account in this part. The analytical part of the thesis is focused on exploring the connection of respondents choice with respect to generation, gender, product group and other variables. After determining the general conclusions resulting from the questionnaire survey and the compiled Logit models, attention is paid to the generation Z. The eye-tracking experiment extends the boundaries and possibilities of the research, showing values that cannot normally be found. Heat maps are compiled, the area of interest and the stimulus analyzed. The results of the experiment are appended by in-depth interviews with respondents, which are full of unexpected findings and discoveries. The final part compares the results with the information and experiments described in the literary overview of this thesis. Based on the results of experiments and findings, there are made recommendations for companies that decide to use the pricing strategy of Decoy pricing on the Czech market.

Background: To many customers, prices are mundane; however, marketers engage in casuistry to purport their product as superior to others by enticing prices. Prices are the most susceptible variable in the Marketing Mix. The thesis posits a discussion on whether marketers should change pricing techniques depending on if they want to launch a (new) sugar-sweetened beverage in Eastern or Western Europe. Not a plethora of research has been written on this topic, which is why this thesis agog to find out which pricing strategies or strategy they should use when they enter Eastern or/and Western Europe with (new) sugar-sweetened beverages. The three quintessence of price-setting methods this paper exerts and later reflects painstakingly in the analysis chapter are penetration pricing, price skimming, and prestige pricing. Sugar-sweetened beverages were chosen as a central topic of interviews as the great majority of the population consumes sugar- sweetened beverages. All participants could form their opinion on the issue by dint of this aspect.  Method: Qualitative method was chosen for the thesis. The qualitative method opens more room for insights and in-depth discussions with the participants. Seven individuals from Eastern and Western Europe were enquired to answer the questions can be found in the appendix.  Results: The results reflect that it is worth ruminating to marketers to use different pricing strategies in Eastern and Western Europe based on the answers gathered. Besides, the interviews also shed light on how complexly customers view the price and the differences within Europe based on regions. Despite some differences, many similarities were also found in the individuals' perceptions. Lastly, publishing the result, the thesis also aims to draw on how one individual's perceptions change with time and the circumstances that influence it.  Conclusions: From the findings, it might be possible to extrapolate which pricing strategy marketers should use to enter Eastern and Western Europe with a (new) sugar-sweetened beverage. The outcome of the interviews reflects that Eastern European individuals who were interviewed are dismissive of price skimming; meanwhile, the asked Western Europeans were dismissive about penetration pricing and prestige pricing in the context of sugar-sweetened beverages.

This thesis deals with monitoring the efficiency of marketing at construction company. The aim of the work is comparing the effectiveness of investments in marketing for the new and regular customers. The output of work is matching of the amount of investments made in marketing in contrast obtaining new and retaining existing customers during achieving the same profits.