The thesis deals with the application of green marketing, respectively Green behaviour of retail chains Tesco Stores, Penny Market and Kaufland Czech Republic in the territory of the regional city České Budějovice. The main aim is thus to determine whether these retail chains use green marketing and behaviour to what extent, based on the set of indicators and whether the customers of these chains reflect green marketing and behaviour in their purchasing decisions. The theoretical part is focused on definitions of basic and related concepts such as green marketing, green economy, customer purchasing behaviour and theoretical definitions of selected indicators of green behaviour. The practical part summarizes the information obtained from interviews with representatives of retail chains and analyse customer behaviour through a questionnaire survey. The main finding of the thesis is that although retail chains use green marketing, customer's purchasing decisions is not affected by this type of marketing. Customers prefer a price range and distance to stores from the residence or from the working place. The thesis also found that each chain has its clients, who have the same features of behaviour.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:317660 |
| Date | January 2017 |
| Creators | PRAŽMOVÁ, Andrea |
| 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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