Digital versus traditional marketing for perfume products

Saule Turgambayeva

Bakalářská práce

Abstract:

This thesis focuses on Traditional and Digital Communication Channels for Perfume products. The theoretical part is based on a review and research of current literature covering the definition of a perfume product, its types, the process of manufacturing, marketing, and the definition of traditional and digital advertising channels. The practical part mainly consists of the analysis of questionnaire responses resulting in the determination of the most beneficial marketing techniques for a vendor. The survey was distributed via survio.com pages and offline. The research takes the form of a questionnaire with 17 questions. An example of the questionnaire used in the study is presented in the appendix part of this work thesis. In total, there were obtained responses from 113 respondents.Based on the research and the results of the theoretical part of the work, suggestions were given to companies working in this industry influencing an individual's decision when buying a perfume product.

Keywords

traditional marketing, perfume products, history of perfume, types of perfume, fragrance industry, digital marketing, marketing communication channels, statistical analysis

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 29. 11. 2020

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics Policy and Administration / Business Administration