Analýza spotřebitelského chování na trhu s osobními automobily

Abstract

This bachelor's thesis deals with the identification of the most significant factors that influence consumers most on the passenger car market. In order to find out this fact, a quantitative research was used, in which was primary data collected by questionnaire survey. This survey was conducted by a total of 122 respondents who were approached by online interview method (CAWI), a convenient opportunity technique. The results showed that the majority of respondents own a Škoda Auto or Audi car. At the same time, the most important attribute of the vehicle for the respondent was its design. Consumption, gear type or the price of the car are also important for the respondents. The impact on the environment then became the least important. According to the results, the most used source of information in case of buying a car was family and friends, while respondents used visits to car showrooms the least. Respondents also think that the automotive industry should be more responsible for the disposal of old cars, and this fact was used in the creation of proposals and recommendations for the automotive industry.