Modifikace marketingové komunikace cílené na slovenské a české spotřebitele

Bc. Lukáš Foltán

Bachelor's thesis

Adjustment of the marketing communication according to Slovak and Czech consumers

Abstract:

Cieľom bakalárskej práce je identifikovať prípadné rozdiely v spotrebiteľskom chovaní slovenských a českých fajčiarov, spôsobené vplyvom rôznych externých faktorov v spotrebiteľskom chovaní. Konzumácia cigariet slovenských a českých fajčiarov bola skúmaná a následne, vzťahy medzi konzumáciou cigariet a externými faktormi boli analyzované. V štúdii, bol použitý kvantitatívny výskum, ktorý bol prevedený pomocou dotazníka. Výsledky štúdie ukázali, že najvýraznejší vplyv na slovenských fajčiarov má rodinné zázemie, a cena. Naopak, českých fajčiarov výraznejšie ovplyvňuje sociálna trieda do ktorej patria. Na základe výsledkov sú následne vytvorené odporúčania na modifikáciu marketingových kampaní spoločnosti British American Tobacco v Českej republike a na Slovensku.

Abstract:

As the tobacco industry has reached the mature phase of its lifecycle, it is much more difficult for tobacco companies to retain higher profit margins. A possible ways to cut spending on marketing is by more effective targeting of promotions. However, this requires deep understanding of consumer behaviour which varies from country to country. The aim of this work is to identify any differences in consumer behaviour of Slovak and Czech smokers, caused by the influence of different external factors influences. In order to meet the overall aim of the study, the cigarette consumption of Czech and Slovak smokers was assessed and consequently, the relation between consumption of cigarettes and external factors that influence this consumption was analysed. In the study, quantitative survey was conducted by using questionnaire as a research method. Results showed that Slovak smokers were mainly influenced by family background and price. On the other hand, Czech smokers were rather influenced by social class. An important finding is also that smoking is associated with lower social classes in Slovakia and with higher classes in the Czech Republic. Moreover, more intensive smokers in Slovakia smoke rather lower priced cigarettes while in the Czech Republic these consumers smoke rather higher priced cigarettes. However, reliability of results is mitigated as social desirability bias can be expected. Findings of the study suggest that cigarettes can be seen as an inferior good in Slovakia and as a normal or even luxury good in the Czech Republic, which might help tobacco companies to develop the more efficient marketing communication strategy according to the country. Findings suggest focusing on the promotion of brand perception in the Czech Republic, where high margins on premium branded cigarettes could be reached. On the other hand, on the Slovak market, the focus should be put rather on the promotion of low price with the aim of selling a higher volume of cigarettes.

Keywords

Consumer behaviour, external factors, smokers, comparison, Slovakia, Czech Republic Spotrebiteľské chovanie, externé faktory, fajčiari, porovnanie, Česká republika, Slovensko

Language used: English

Date on which the thesis was submitted / produced: 26. 6. 2013

Thesis defence

• Date of defence: 2. 6. 2014
• Supervisor: doc. Ing. Radoslav Škapa, Ph.D.
• Reader: Ing. Bc. Michal Ďuriník

Masaryk University

Faculty of Economics and Administration

Bachelor programme / field:
Economy and Management / Business Management