University of Economics, Prague Faculty of Business Administration
Master's thesis evaluation by the supervisor
Title of the Master's thesis:
Author of the Master's thesis:
Objectives of the Master's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 9
2. Demands on the acquisition of additional knowledge or skills 9
3. Adequacy and the way of the methods used 8
4. Depth and relevance of the analysis in relation to objectives 10
5. Making use of literature/other resources, citing 9
6. The thesis is a well-organised logical whole 10
7. Linguistic and terminological level 9
8. Formal layout and requirements, extent 10
9. Originality, i.e. it is produced by the student 9
10. Practical/theoretical relevance/applicability 9
Total score in points (max 100) 92
Final grading Excellent (1)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Master's thesis supervisor:
Occupation of the Master's thesis supervisor:
June 2, 2021
Signature of the Master's thesis supervisor
The Impact of Covid-19 on Consumer Purchase Decision of Luxury Products in the Kingdom of Saudi Arabia
Raoah Marghalani
Identify the impact of the Covid-19 pandemic on luxury consumption and consumers behavior.
E V A L U A T I O N O F T H E M A S T E R ' S T H E S I S
The student chose a very current topic of the impact of the pandemic on consumer habits in the field of luxury goods. The theoretical part summarizes the existing knowledge on the topic, describes the situation in the global and local market of luxury goods. In the practical part, the student analyzes the impact of the current pandemic on the consumption of luxury goods in Saudi Arabia. She chose quantitative and qualitative research to fulfill the goals of the diploma thesis. Both researches are performed correctly, the author also used statistical methods to evaluate the significance of the results of quantitative research. A significant limit is the lower representativeness of the sample. However, data collection was challenging during the pandemic period. At the end of the diploma thesis there is a detailed discussion of the achieved results, the author also correctly drew attention to the limits of the research. From the formal point of view, the text is without major errors, there are only minor shortcomings, for example, the author combines percentages in verbal expression and using the % character. The student approached the diploma thesis responsibly, she consulted the individual parts regularly.
Questions:
1) What do you perceive the main specifics of the current pandemic compared to other crises in terms of their impact on the consumption of luxury goods?
2) The pandemic caused the growth of e-commerce. How will this change in shopping behavior affect luxury markets?
doc. Ing. Václav Stříteský, Ph.D.
Department of Marketing, VSE
