Vliv reklamy na spotřebitele

Abstract

Tato pra?ce se zaby?va? vlivem reklamy na spotr?ebitele. Problematika je r?es?ena na za?klade? teoreticky?ch poznatku? k dane?mu te?matu, ale i formou vlastni?ho sbe?ru dat. V teoreticke? c?a?sti se pra?ce ve?nuje reklame? a reklamni? psychologii. Popisuje, jake? existuji? funkce c?i typy reklam, jak reklama pu?sobi? c?i kdy je u?c?inna?. Da?le pra?ce objasn?uje podstatu spotr?ebni?ho chova?ni?, charakterizuje kli?c?ove? faktory, ktere? ovlivn?uji? chova?ni? spotr?ebitele, c?i bli?z?e pojedna?va? o kupni?m rozhodovaci?m procesu spotr?ebitele. Vprakticke? c?a?sti je proveden kvantitativni? vy?zkum, kdy je za pomoci dotazni?kove?ho s?etr?eni? analyzova?no, jaky? vliv ma? reklama Kofoly na sve? spotr?ebitele. Na za?klade? vy?sledku? je navrz?eno opatr?eni?, ktere? mu?z?e dane? spolec?nosti pr?ine?st ve?ts?i? zisk c?i nove? spotr?ebitele.

This work deals with the influence of advertising on consumers. The problem is solved on the basis of theoretical knowledge, but also on the basis of own data collection. In the theoretical part, the thesis deals with advertising and advertising psychology. This section explains what features or types of ads there are or how the ad works. The theoretical part of the thesis, it explains the essence of consumer behavior, it characterizes the key factors influencing the behavior of the consumer or more closely deals with consumer purchasing decision process. In the practical part, quantitative research is done. The questionnaire survey analyzes the impact of Kofola advertising on its consumers. Based on the results, a measure is proposed that can bring greater profit or bring new consumers to this company.