Analýza spotřebitelského chování na trhu s mobilními telefony

Abstract

The bachelor thesis deals with the analysis of a consumer behaviour on the mobile phones market and main factors influencing this behavior. The theoretical part of the thesis defines terms such as consumer behaviour, purchasing behavior and purchasing decision-making process. In addition, Apple and the iPhone product are characterized in the thesis. The practical part is devoted to the description of the research methodology and the subsequent analysis of the research results. The aim of this thesis is to find out whether smartphone users prefer Apple mobile phones over other competing phones and for what reasons they prefer individual mobile phones.