Analýza spotřebitelského chování na trhu smartphonů

Abstract

Bachelor thesis deals with consumer behavior analysis on the smartphone market in the Czech Republic. It analyzed consumer behavior of young people. The goal was to identify the factors that affect young people when they are choosing a new smartphone, how much they are willing to spend for a new smartphone, where do they seek information before a purchase, who influence them the most, and among other things, buying motive. The research was conducted by using a electronic questionnaire survey. This thesis includes theoretical bases of consumer behavior, smartphone market charakteristics in the Czech Republic, the methodology of data collection and analysis of the young people behavior on the smartphone market in the Czech Republic. Findings, that research brought, are summarized at the end.