Mezigenerační analýza spotřebitelského chování na trhu hudebních streamovacích služeb

Abstract

The aim of this diploma thesis is intergenerational analysis of consumer behaviour on the music streaming services. The thesis is divided into a theoretical and practical part. The theoretical part consists of the description of consumer behaviour and the description of generation X, generation Y and generation Z. This part also describes history of music streaming services, musical piracy and key companies on the music streaming market. The practical part consists of consumer behavior analysis of each individual generation on the music streaming market. The method used for this research is called quantitative methods. The data for this research were collected through an electronic questionnaire. The aim of this research was to find out how well do the consumers know the music streaming services, how much money are they willing to pay for the premium services or how ofter do they download any music illegally. The last part of this thesis summarizes the behaviour of researched generations and describes the suggestions and recommendations based on this research.