Posudek oponenta 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 2
5. Hloubka analýzy ve vztahu k tématu 1
6. Vlastní přístup k řešení 1
7. Formální úprava práce 2
8. Jazyková a stylistická úprava práce 2
Konkrétní připomínky a dotazy k práci:
The thesis aims to gain an understanding of key factors that affectmillennials’ purchase intention toward a luxury brand Gucci. As the thesis title is ”Effect of Marketing Mix, Consumer’s Characteristics and Psychological Conditions toward Purchase Intention of Gucci among the Millennials in Czechia”, the constructs involved are the following: marketing mix elements and consumer behavior factors. I would’ve suggested then to write in a simpler way the thesis title, since the author refers to those constructs in some different ways over the thesis text, which can create confusion at the moment of reading.
1. Just one single research question would’ve been enough for the thesis, involving the simultaneously and independent impact of the variables.Additionally, the conceptual model corresponds or suggests only the second research question.
2. Expressions like the following: ”last but not least” shouldn’t be used at all on a thesis or research work.
3. F test needs to be improved a bit in terms of how it is explained the table and the values in there.
4. In the methodology it was written: ”A Pearson’s correlation coefficient of 0.8 and higher can be a signal of multicollinearity in the dataset (Shrestha, 2020).”
On the Findings: ”Also, since there are correlation coefficients higher than 0.8, no multicollinearity must be present in the dataset.” This needs to be either fixed or provide a better interpretation which could avoid confusion, other was is mistaken.
On the other hand, the thesis presents several good points to be highlighted:
• Good justification for the use of the Gucci brand
• Complete and strong literature review of relevant sources related to the theories involved. The author has proven solid knowledge of the theoretical concepts related to the objective of her thesis as well as their application to help evaluating and answering the research questions.
• Good research design and sampling. The analytical part is based on interpretation of quantitative survey (N=114)
• Strong methodology and very well detailed
• The general structure and the way it is presented all the results , allows to the full understanding of the methods used and hypoteses involved.
Question for the defense: On the last section of this theses is mentioned the following : “The current regression model explains 53,4% of the variance of the purchase intention of Gucci. It means that the remaining 46,6% can be explained by other factors that have not been investigated in this study.” Which do you think, based on your best knowledge, that could be those other factors?
Závěr: Diplomovou práci doporučuji k obhajobě.
Navrhovaná výsledná klasifikace práce: 1
Datum: 26. 5. 2021 Andrea Escobar Rios, Doctora en Ciencias
oponent práce
