The Influence of Advertising on Consumer Behavior

Informace o vysokoškolské kvalifikační práci

Název práce:
The Influence of Advertising on Consumer Behavior
Autor práce:
Probstnerová, Laura
Typ práce:
Bakalářská práce / Bachelor thesis
Vedoucí práce:
Průša, Přemysl
Osoba oponující práci:
Asmalovskij, Alexandr
Jazyk práce:
English
Abstrakt:
The purpose of this study was to analyze, how different factors have an influence on consumer behavior and their decision making. In the theoretical part, advertising as a part of commercial communication is discussed, along with consumer behavior and the decision making process, namely factors that influence it, such as social, personal and psychological. Further, the psychology of advertisement is described in terms of brand, its equity and measures affecting the brand preference, and how does a brand create artificial needs. The empirical part is based on the analysis of a brand Apple. Closer look is taken at its identity and marketing strategy, as well as some examples of advertising. The empirical part includes own research based on data collected from self administered survey, concerning the smartphone brand preference among consumers. It is focusing specifically on Apple and its biggest rival, Samsung. The findings showed, that a brand with higher brand equity in the form of brand awareness and identity will be preferential in the purchase decision making process, especially among Millennials, which in this case turned out to be Apple.
Klíčová slova:
Consumer Behavior; Smartphone; Advertising; Apple

Informace o studiu

Studijní program a Studijní obor:
Mezinárodní ekonomické vztahy/International Business
Typ studijního programu:
Bakalářský studijní program
Jméno přidělované hodnosti:
Bc.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of International Relations
Název katedry:
Department of Retailing and Commercial Communications
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
19. 5. 2016
Datum podání práce:
28. 4. 2017
Datum obhajoby:
22.05.2017

Soubory ke stažení

Hlavní práce:
57753_prol03.pdf [2,38 MB]
Oponentura:
52266_xasmo00.pdf [62,75 kB]
Hodnocení vedoucího:
57753_prusa.pdf [62,60 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/57753/podrobnosti