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 10
4. Depth and relevance of the analysis in relation to objectives 9
5. Making use of literature/other resources, citing 9
6. The thesis is a well-organised logical whole 10
7. Linguistic and terminological level 10
8. Formal layout and requirements, extent 9
9. Originality, i.e. it is produced by the student 9
10. Practical/theoretical relevance/applicability 9
Total score in points (max 100) 93
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 7, 2021
Signature of the Master's thesis supervisor
The effect of aesthetic product presentation on consumer perception and purchase making: The case of Candelae Stories
Anastasiia Donchenko
Assess the role/impact of aesthetics product presentation on consumer perception and following buying decision.
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 author has chosen for her diploma thesis a very current issue of visual and aesthetic presentation on social media and its impact on consumer behaviour. Theoretical part of the thesis is logically structured and well ressources, author uses relevant russian and international studies that cover all major aspects linked to the topic of the thesis. In the practical part, author conducts focus groups combined with expert interviews that enable her to adress her research questions and formulate relevant recommendations and conclusions. Questions for defense: 1) As you state on page 13, you consider mainly see stage from the see-think-do care model. What role can in your opinion visual and aesthetic presentation on social media play in other stages of this model? 2) Page 16 – you mention the classic human perception of colour. Do you think that this perception can differ in different countries/regions and what could be the possible implications for marketers?
Ing. Martin Machek, Ph.D.
Department of Marketing
