Analýza konkurence na trhu hypotečních úvěrů

Abstract

The diploma thesis main theme is an analysis of competition in the mortgage market. The aim of the diploma thesis is an analysis of competition in the mortgage market and assessment of specific proposals and recommendations for GE Money Bank SpA management, which might lead to competitiveness enhancement in the market. The partial aim is to identify clients proportion who finance housing by mortgage loan, and the identification of factors and information source which influence consumers' decisions when choosing a mortgage. Combination of two research techniques is applied to achieve the objectives, these are mystery shopping method, amended with questionnaire survey. Mystery shopping method is designed to evaluate products and services quality, which are provided by selected companies. The questionnaire survey is used to determine respondents' opinions on the current mortgage loans offer. In this diploma thesis is first part devoted to the GE Money Bank SpA characteristics and internal/external environment factors, which influence this bank. The following theoretical part, is crucial for the practical part of the work, is focused on the theoretical basis of competitor analysis and aspects of the banking system. Mentioned practical part of the diploma thesis focus on the collection and evaluation of data obtained through research and identification of the proposals and recommendations for the GE Money Bank management.