Model chování rozhodovací jednotky na trhu s povinným očkováním

Abstract

Vaccination as a prevention against various diseases and viruses is an obligatory process in the Czech Republic and applies for infants for nine diseases.

The vaccination field is not united on this issue though, as there are still doubts, especially among the parents themselves and one could say that the opinion of general public is rather polarized in this matter. This thesis provides a summary of basic information on vaccination, theoretical foundations of consumer behaviour in said scenario, and primarily focuses on marketing research.

Marketing research aims at the issue of determining the possibilities of mothers‘ and children’s behaviour, their own views and perception of the fact that is the mandatory vaccination - with regard to their age as well.

The purpose of this thesis is also to determine (and examine) possible behaviour patterns of mothers, who are facing the compulsory vaccination of their children and whether they actually agree with the vaccination and its supposed benefits, the relationship between mother and her pediatrician and the perspectives and interests they (may or may not share) have on the process of vaccination itself.