Analýza nákupního rozhodování na trhu osobních automobilů

Abstract

This Master’s thesis is concerned with analysis of consumers buying decision proces on passenger car market and their attitudes. Chapter 2 describes passenger car market and also defines segments of products sold. Beside that it contains characteristics of macro-environment. Third chapter is focused on buying decision theory. Chapter 4 includes methodological basis of the consumer behaviour research. Analysis of results of market research can be find in fifth chapter. Conclusion coming from this analysis says that even when car market also stagnated durin recent years, there is posibility for car makers to focus on offering value demanded by customer which is mostly safety and low fuel consumption. Throughout the whole thesis there was evidence that Skoda Auto, takes major share in most segments.