Analýza preferencí značky na trhu notebooků

Abstract

The aim of this bachelor's thesis was to analyze the preferences of laptop brands in the laptop market and, in conclusion, to propose possible measures that will support individual laptop brands. The analysis was thus designed to reveal what preferences respondents have, as well as the reasons why they choose certain brands and why they do not. The introductory part focuses on laptops, their characteristics and the laptop market, as well as the described consumer behaviour in the market and the subchapter of customer decision-making. The following chapter is devoted to the characteristics of the laptop market, the research was carried out using a questionnaire survey. Five hypotheses were established depending on the objective of the work and the research question. The research question focuses on factors that influence the choice of the type of laptop when purchasing it.