Analýza spotřebitelského chování na trhu internetových obchodů

Abstract

The aim of this thesis is an analysis of consumer behaviour while purchasing products online. The theoretical part contains information concerning consumer behaviour, consumer decision making process etc. The practical part deals with the marketing research data. It focuses on factors which influence consumer during purchase process, on consumer purchase decision making and on consumer preferences and demans. The survey results allowed formulating recommendations and conclusions for e-shops in the Czech Republic.