Analýza českého knižního trhu pro účely zavedení nového produktu

Abstract

The goal of my thesis was to find an optimal combination of attributes for a newly launched product and to find an optimal price through the analysis of Czech Book Market. The work was mainly focused on the topic of New Product Launch. Electronic interview method was used through a structured questionnaire. For the selection of respondents quotas were set by age. Data were analyzed using the classification of the first and second degrees, using dependent tests and mean analysis. From the analysis results was set a list of proposals and measures that should help with the launch of the proposed product. The recommendations apply to the company Knižní vesmír.