Analýza nákupního chování na trhu bezdrátových sluchátek

Abstract

This thesis examines the purchasing behavior of Generation Z on the wireless headphone market. The aim of the study was to identify the factors influencing headphone selection, assess the importance of consumer values in the decision-making process, and determine which information sources consumers use most frequently. The research was conducted using a questionnaire survey among Generation Z respondents. The results show that functional features and online reviews are the primary factors influencing the selection of wireless headphones, while the importance of brand image is lower. Based on these findings, recommendations for manufacturers and retailers are formulated, focusing on marketing communication and sales strategies.