Posudek oponenta diplomové práce
Studijní program:Mezinárodní ekonomické vztahy Studijní obor:Mezinárodní obchod
Akademický rok:2020/2021
Název práce:Dopad značek na chování spotřebitelů. Mezigenerační analýza.
Řešitel:Bc. Michaela Lukačínová Vedoucí práce:Ing. Marija Zlatić, Ph.D.
Oponent:Ing. Markéta Lhotáková, Ph.D.
Hlediska Stupeň
hodnocení
1. Stupeň splnění cíle práce 3
2. Logická stavba práce 3
3. Práce s literaturou, citace 3
4. Adekvátnost použitých metod 3
5. Hloubka analýzy ve vztahu k tématu 3
6. Vlastní přístup k řešení 2
7. Formální úprava práce 2
8. Jazyková a stylistická úprava práce 2
Konkrétní připomínky a dotazy k práci:
The objectives of the theses are very broad and at different parts of the work defined differently. The topic of branding and its impact on consumer behavior is already pretty broad and intangible, the absence of clear objective and author´s standpoint to it has made the task difficult to fulfill. Author has studied work and theories of major authors in the field of branding. She described their major thoughts and concepts, but as it is really broad field and she has not taken any specific attitude towards these theories, the result is very superficial, without logical connections and clear purpose. In second chapter author touches interesting topics of consumer decision-making process, factors that might influence it and the role brands may play in this process. But again she stays only on the surface, jumping from one idea to another without deeper thought and any clear logical link or aim. Author has defined 4 hypotheses, which do not fulfill criteria for hypothesis, but rather research questions. There is again not clear connection between the answers to the research questions and the qualitative research the author conducted. I completely missed some deeper analyses of the research. Results presented in the text are relatively randomly organized, with no references to the research itself. Although the questions from the interviews as well as the transcripts of individual interviews are in the enclosure, the analyses and reasoning of the authors conclusions would have been needed. Especially in the case of qualitative research, where the connections between the answer and the conclusions may not be direct. Some connection between the theoretical and research part is also missing. The text is written in reasonable language with some minor mistakes. Questions: 1.
Have you found out any existing research which would discuss differences in purchase decision making process driven by brands? If yes, could you briefly present the results and compare them to your research results. 2. Could you identify any differences in decision making process related to brands between the generations? If yes, which? Does any of the theory you studied support or contradicts to your findings?
Závěr: Diplomovou práci doporučuji k obhajobě.
Navrhovaná výsledná klasifikace práce: 3
Datum: 26. 5. 2021 Ing. Markéta Lhotáková, Ph.D.
oponent práce
