Identifikace postojů spotřebitelů k firmám využívajícím multi-level marketing

Abstract

This diploma thesis consists in solving the problem that concerns the persistent negative reputation of companies using the strategy of multi-level marketing, on the basis of which potential customers turn away from purchasing the company's products. The subject and main goal of the research is to more closely identify consumer attitudes towards companies that operate on the principle of multi-level marketing. The author was also interested in finding out which products consumers buy most often, and which factors influence their purchasing behavior. Data collection was carried out using the quantitative method of questionnaire survey, and using research techniques CAWI and PAPI. As part of the analysis of the resulting data, it was found that a neutral attitude prevails among the respondents. However, in the comparison between positive and negative attitudes, the negative relationship prevailed, which was mostly due to the reasons for bad prejudices from earlier times or bad personal experience with the behavior of business partners. On the basis of established research hypotheses, it was also found that respondents are most often deterred from purchasing by the factor of untrustworthiness, and that cosmetic products are purchased to the greatest extent. At the end of the work, the author proposed several recommendations that could help companies using multi-level marketing to improve their future reputation among consumers.