Analýza nákupního chování na trhu elektroniky

Abstract

The object of this work was to describe consumer behavior when buying electronics and to specify their shopping procedures. In the practical part of the marketing research was done in the form of an online survey. The research showed that consumers prefer shopping over the Internet, although the difference was not significant, as the results can also say that half of the respondents bought at least once in the stone shop. The trend of online and offline shopping environment interconnection was confirmed, which was also suggested in the recommendation for individual sellers who only own a stone shop or e-shop.