Marketing Communications for White Goods range of Samsung brand in Czech Republic

Bc. Tereza Pužíková

Master's thesis

Abstract:

This diploma thesis deals with the marketing communication of white goods range of Samsung brand in the Czech Republic and customer shopping practice on the home appliances market. The aim of this thesis is to evaluate marketing communication for the White Goods division of Samsung Electronics Czech and Slovak s.r.o., to analyse consumer behaviour during purchase of white goods, and to propose how the awareness level of potential customer can be improved. The first part defines the terms associated with the topics related to consumer behaviour and marketing communication as a part of the literature review.The second part of the thesis is based on evaluation of marketing communication channels and customer shopping experience. The online questionnaire was used to demonstrate purchasing experience of representative sample. The marketing communication channels are provided by information from Samsung employees working in product marketing of white goods who provided with internal research of the company. The obtained data are analysed with recommendation in the final part.

Keywords

white goods, marketing communication, customer shopping practice, advertising, home appliances

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 6. 4. 2020

Obhajoba závěrečné práce

• Vedúci: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / odbor:
Economics and Management / Economics and Management