Fakultní merchandise z pohledu studentů bakalářského studia na FPH: Motivace a bariéry nákupu

This bachelor’s thesis examines faculty merchandise at the Faculty of Business Administration, Prague University of Economics and Business, from the perspective of undergraduate students. The aim of the thesis is to identify motivational factors and barriers influencing the purchase of faculty merchandise and to propose recommendations to increase its attractiveness and sales. The empirical part is based on a combination of qualitative and quantitative research, including 14 semi-structured interviews followed by a questionnaire survey. The results show that the main motivational factors are attractive design and practical usability of the products. The main barriers include mismatch with personal style and low attractiveness of the offer. Based on the findings, recommendations are formulated focusing on design improvement and better promotion.