With regard to changes in the environment of tertiary education and tertiary educational systems, universities are now unlikely to succeed as 'separated closed' institutions that are unresponsive to their environment and stakeholders. Stakeholder analysis is considered as an important part of university management and marketing and universities have to take care of key stakeholder groups and build long term relationships with them. This paper focuses on the stakeholder analysis and adopts the stakeholder theory and analysis for the needs of the Czech market of tertiary education. This paper analyses results of the author's online questionnaire that provided the input for data analysis deploying basic descriptive analysis and first steps of stakeholder analysis -identification, categorization and prioritization. Results of author's research show that there are only slight differences between public and private universities and their perspective concerning generic stakeholder groups of universities. However the research revealed two controversial stakeholder groups -donors and competitors. In comparison with other stakeholder groups perception of these two stakeholder groups by public and private universities is very different. Stakeholder groups of public and private universities were categorized into four basic groups -primary internal stakeholder groups, primary external stakeholder groups, secondary internal stakeholder groups, and secondary external stakeholder groups. Primary internal and external stakeholder groups which are crucial for survival of universities are the most important stakeholder groups for universities. The author identified ten most important stakeholder groups for public and private universities separately, based on assigned priorities that will be used for further research.

Understanding consumer buying behaviour is a crucial element of any business activities. In a marketing-oriented economy, consumer buying behaviour represents a very significant factor in business success. Therefore, there are many studies, researches and papers focusing on this phenomenon. Many different factors and characteristics have a positive or negative impact on consumer buying behaviour. Studying and understanding these factors contributes to a better understanding of consumer behaviour. Personal and socio-demographic characteristics like age, lifestyle, occupation, and many other significantly influence consumer buying behaviour. This article focus especially on age as a significant factor influencing consumer buying behaviour and customer attitude to price. For the statistical analysis of the impact of the age on consumer behaviour, one-way ANOVA will be used. Stated hypotheses on attitude to branded and non-branded goods will be analysed by chisquared test.

No abstract

This article deals with the consumer behaviour in view of branded and generic (non-branded) goods on the mobile phone market in the Czech Republic. The methodology of this article employs the theory of planned behaviour to investigate how three selected factors-experience, price sensitivity and loyalty influence consumer behaviour on the mobile phone market. The author used a survey of 350 consumers conducted in 2018 to determine the importance of the abovementioned factors for consumer behaviour and loyalty on the mobile phone market. Most of the respondents (59%) own mobile phones of the brands Samsung (20%), Huawei (16%), Xiaomi (12%) and Apple (11%). In terms of brand ownership, the most loyal are the owners of Apple (91%) and Samsung (84%) mobile phones. The respondents who own unspecified brands are ready to switch to another brand in case of lower prices. The empirical evidence of the research suggests that the previous experience with the brand is a critical factor influencing consumer behaviour on the mobile phone market: 64% of all the respondents, regardless of whether they prefer branded or non-branded goods, stated that they are willing to pay more for the brand they have had a good experience with. However, the consumers who prefer branded mobile are more loyal. Answering the question «I am loyal to brands of mobile phones I have had a very good previous experience with», 96% of the respondents who prefer branded mobile phones gave a positive answer in comparison with 63% of the respondents who prefer non-branded mobile phones. The conducted t-test proved statistical differences in responses for male and female respondents and both groups of consumers at the confidence level of 0.005. It has been concluded that the companies operating on the mobile phone market should primarily focus on customers' positive experience with their products which positively effects customer loyalty to the brand.

No abstract