Marketingová komunikace vybraného e-shopu

Abstract

The bachelor thesis deals with the complete marketing communication of the OXALIS e-shop. It is a company engaged in the import, processing, distribution and sale of loose tea and specialty coffee. The main goal was to analyze the attitudes of consumers to the marketing communication of the online store in order to propose more effective solutions.

The theoretical part described the basic issues of the chosen topic, i.e. the explanation of marketing including the marketing mix and the clarification of marketing communication together with the communication mix. The following part characterized the selected company and the marketing communication it currently uses. To achieve the main goal of the thesis, quantitative research was carried out, specifically by the CAWI method, or Internet polling. The sample consisted primarily of the customers of the selected company. Among the respondents were also people who do not buy the assortment or have no knowledge of the company.

The results of the research showed that a large part of customers are extremely satisfied with the online store. However, there were a few shortcomings that the e-shop is struggling with. The company ranks among exclusive brands and prides itself on quality, which is also reflected in high prices. However, the company makes very little use of the sales promotion tool, and this is the main cause of the decline in consumer satisfaction. One of the other drawbacks is the amount of customer engagement in the company's communication activities.

All the findings brought knowledge for the selected company and based on the interpretation of these results, suitable recommendations for improving current marketing communication were proposed.