This master thesis focuses on proving the relevance and importance of body image in marketing. In theoretical part the thesis initially outlines basic marketing knowledge with special concentration on marketing research and segmentation. Next, sources of data and methodology used in the analytical part are described. In the analytical part itself the thesis firstly proves the relevance of body image as a segmentation variable on a few examples. First variable used for segmentation is the natural colour of hair, next variable used is the approach to own appearance and the last variable used is value orientation in context with body image. Finally this master thesis describes qualitative research on the topic influence of marketing on social perception of body image, that was carried out by the author.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193083 |
| Date | January 2014 |
| Creators | Svoboda, Matěj |
| Contributors | Koudelka, Jan, Pešek, Ondřej |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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