Analýza spotřebitelského chování na trhu chytrých telefonů

Abstract

This bachelor's thesis analyses consumer behavior in the Czech smartphone market, with a focus on intergenerational differences in purchasing decision-making. The aim of the thesis is to identify the factors influencing smartphone selection and to compare purchasing behavior across the Baby Boomers, Generation X, Generation Y and Generation Z. The theoretical part defines the key concepts of consumer behavior, purchasing decision-making models and the characteristics of individual generations. The practical part covers the characteristics of the smartphone market and analyses the results of an original questionnaire survey conducted on a sample of 129 respondents. Based on the findings, recommendations are formulated for manufacturers and retailers operating in the Czech market.