03637ntm a22005177i 4500 000490130 CZ-PrVSE 20210619205335.0 m d cr n|||||||||| 210619s2021 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Molodzinovska, Vladyslava ISIS:150798 dis Vliv marketingového mixu, spotřebitelských charakteristik a psychologických faktorů na záměr nákupu značky Gucci mezi mileniály v Česku eng The Effect of Marketing Mix, Consumer’s Characteristics and Psychological Conditions Toward Purchase Intention of Gucci Among the Millennials in Czechia / Vladyslava Molodzinovska 2021 ?? stran : digital, PDF soubor Vedoucí práce: Marija Zlatić Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2021 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2021 The purpose of this diploma thesis is to investigate the factors that influence the purchase intention of Gucci among the millennials in Czechia. This thesis covers both marketing mix elements and consumer behavior factors to approach the research topic. The literary review casts light on such concepts as purchase intention, marketing mix and consumer behavior, and focuses on findings from the previous studies. The conceptual model is constructed based on theory and other researchers’ findings, and hypotheses are formulated for further statistical testing. To introduce Gucci, which is the brand of interest in this research, the chapter about Gucci background and marketing activities is integrated into this diploma thesis, as well. A quantitative method approach using regression analysis is employed in this thesis. To facilitate the analysis, the statistical software Gretl is used. Results indicate that marketing mix elements, consumer’s characteristics and psychological conditions simultaneously have significant impact on purchase intention of Gucci among the millennials in Czechia. Partially, only place, promotion, social influences, cultural influences and personal influences have significant impact toward purchase intention of Gucci among the millennials in Czechia. The findings of this thesis are important to Gucci’s brand managers and academics as they lay the foundations for the future creation of new strategies and improvements. Způsob přístupu: Internet mezinárodní obchod [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas purchase intention marketing mix consumer behavior luxury marketing Gucci Zlatić, Marija ISIS:76341 ths Escobar Rios, Andrea ISIS:116787 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/73251/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/73251 Hlavní práce https://insis.vse.cz/zp/73251/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/73251/posudek/oponent/70721 Oponentura https://insis.vse.cz/zp/73251/podrobnosti dc:identifier NEPOSILAT VSKP vse73251 210611 73251