Analýza nákupního chování na trhu knih

Abstract

The goal of my thesis is to develop proposals and recomendations for the Book Market throught Buying Behaviour Analysis. The work was mainly focused on the Purchase Decision Process. Electronic interview method was used through a structured questionaire. For the selection of respondents quotas were set by gender and age. Data were analyzed using the classification of the first and second degrees, using dependent tests and mean analysis. From the analysis results was set a list of proposals and measures that can lead to increased customer satisfaction and increased sales of books. The recommendations apply to the entire Book Market.