Posudek vedoucího diplomové práce
Studijní program:Mezinárodní obchod Akademický rok:2020/2021
Název práce:Vliv marketingového mixu, spotřebitelských charakteristik a psychologických faktorů na záměr nákupu značky Gucci mezi mileniály v Česku
Řešitel:Bc. Vladyslava Molodzinovska Vedoucí práce:Ing. Marija Zlatić, Ph.D.
Oponent:Andrea Escobar Rios, Doctora en Ciencias
Hlediska Stupeň
hodnocení
1. Stupeň splnění cíle práce 1
2. Logická stavba práce 1
3. Práce s literaturou, citace 1
4. Adekvátnost použitých metod 1
5. Hloubka analýzy ve vztahu k tématu 1
6. Vlastní přístup k řešení 1
7. Formální úprava práce 1
8. Jazyková a stylistická úprava práce 1
Konkrétní připomínky a dotazy k práci:
This diploma thesis explores key factors that affect millennials’ purchase intention toward a luxury brand Gucci. The work takes into account both marketing mix elements and consumer characteristics. The goal of the thesis is set to examine: 1) If marketing mix elements, consumer characteristics, and psychological factors simultaneously have a significant impact on the purchase intention of Gucci among the millennials in Czechia? 2) Which factors among marketing mix elements, consumer’s characteristics and
psychological conditions individually have a significant impact on purchase intention of Gucci among the millennials in Czechia? Throughout the work, the author demonstrated high competence to work with relevant, high-level academic sources in a critical and comprehensive manner. Furthermore, she develops a conceptual model from theory based on which she extracts 9 hypotheses to assess the significance that 4P‘s and consumer characteristics (culture, social, personal, and psychological) have on purchasing intention of Gucci millennial shoppers in Czechia. The methodology used is well elaborated and again the author showed the ability to set the research design, measure variables, collect and interpret data in a professional way. The thesis also contributes to the current knowledge as it brings valuable insights specific to Czechia and luxury millennial shoppers. All the above-mentioned qualifies this author and the work to be rewarded with the grade 1. Q1: Were there any findings that in particular surprised you? Please explain why. Q2: How do you see pandemics impacting the behavior of the millennials and the Gucci brand? Q3: Given your findings, is there any difference in the purchasing intention between the genders?
Závěr: Diplomovou práci doporučuji k obhajobě.
Navrhovaná výsledná klasifikace práce: 1
Datum: 7. 6. 2021 Ing. Marija Zlatić, Ph.D.
vedoucí práce
