Analýza vnímání významného výrobního podniku v oblasti automobilového průmyslu jako zaměstnavatele

Abstract

This thesis specifically focuses on the issue of perception and awareness of a company among secondary school, university, and higher vocational school students. The work is divided into two main parts: firstly, it explains the essential theoretical background, including psychological aspects necessary for effective marketing; secondly, it provides an analysis and interpretation of data collected through a questionnaire survey among the target student groups. The data were processed in Microsoft Excel, utilizing the Real Statistics add-in, which included the Shapiro-Wilk test and the Mann-Whitney test. The resulting information was illustrated using box plots.

The analysis revealed that university students responded more positively than secondary school students regarding the company’s perception in terms of employer attractiveness. This may be due to the fact that university students often have a significant advantage, as many of them enter university with a clear idea of their future. The penultimate chapter highlights the importance of understanding target groups and enriches the thesis with recommendations for ensuring and maintaining a positive perception of the company among university and secondary school students. The conclusion summarizes the structure of the thesis and mentions the objectives, including information about their fulfillment.