Analýza trhu slevových portálů

Abstract

The aim of this thesis was to analyze consumer behavior in the market discount portals and find out how this form of shopping in a period of three years of operation, perceive Czech customers. It was also intended to create a media analysis for about three months and summarize the results for the discount aggregator Slevín.cz. The thesis is divided into several chapters and sub-chapters - the characteristics of the market discount portals (introduction to the problems of collective buying), theoretical foundations of e-commerce (the basics of professional literature regarding trading via the Internet), the methodology of collected datas (chronological procedure of the media analysis and questionnaire connected with the circumstances surrounding the datas collection), analysis of market discount portals (evaluation questionnaires and media analysis and subsequent recommendations designed to increase consumer interest in shopping at discount portals) and a conclusion. The benefit of this work is the possibility to use proposals of raising interest in collective buying by shopping portals, discounts aggregators, but also by customers themselves. Suggestions and recommendations were drawn based on the findings of marketing research, specifically from the questionnaire survey and media analysis.