Consumer Attitudes toward Fair Trade and Fair Trade Marketing
| Thesis title: | Consumer Attitudes toward Fair Trade and Fair Trade Marketing |
|---|---|
| Author: | Nemchinova, Anna |
| Thesis type: | Diploma thesis |
| Supervisor: | Král, Petr |
| Opponents: | Olšanová, Květa |
| Thesis language: | English |
| Abstract: | The thesis work "Consumer Attitudes toward Fair Trade and Fair Trade marketing" examines the theoretical concepts of Fair Trade market. This thesis includes empirical research conducted among the representatives of Fair Trade organizations and prospective consumers of Fair Trade products. The research implemented in this work investigates the level of consumer awareness about Fair Trade and their attitudes to Fair Trade market in accordance with consumer types developed by VALS framework. The conclusions and recommendations of the present thesis work are suggested based on the analysis of research results. |
| Keywords: | Fair Trade; Promotion strategy; Consumer awareness |
| Thesis title: | Consumer attitudes towards fair trade and marketing specifics of the fair trade goods |
|---|---|
| Author: | Nemchinova, Anna |
| Thesis type: | Diplomová práce |
| Supervisor: | Král, Petr |
| Opponents: | Olšanová, Květa |
| Thesis language: | English |
| Abstract: | Práce "Postoje spotřebitelů k Fair Tradu a jeho marketingu" zkoumá teoretický koncept trhu Fair Trade. Tato práce zahrnuje empírický výzkum provedený mezi reprezntanty Fair Trade organizací a potenciálních spotřebitelů Fair Trade výrobků. Výzkum, který je implementován do této práce, zkoumá stupeň spotřebitelské uvědomilosti Fair Trade a jejich postoje k tomuto trhu podle spotřebitelských typů vyvinutých VALS rámcem. Závěry a doporučení současné práce jsou založeny na analýze výsledků výzkumu. |
| Keywords: | Marketingová strategie; Fair Trade; Uvědomnělost spotřebitele |
Information about study
| Study programme: | Ekonomika a management/International Business - Central European Business Realities |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of International Business |
Information on submission and defense
| Date of assignment: | 26. 10. 2012 |
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| Date of submission: | 5. 9. 2013 |
| Date of defense: | 18. 9. 2013 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/40010/podrobnosti |