Analýza rozhodovacího procesu při nákupu konkrétní značky automobilu

Abstract

The topic of this diploma thesis is „The Analysis of Decision Making Process in Car Purchase of Specific Brand“. The purpose of this thesis is to describe customer’s decision making process when choosing a new car of specific brand and based on it to make suggestions and recommendations. The specific brand is brand Hyundai and the research was executed in the Hyundai’s showroom in Opava. It was used observation and written questioning to collect data. In the theoretical part it is described the history of brand Hyundai, its origin, position on the Czech market and the Hyundai’s showroom in Opava. In the following chapter it is clarified the substance of buying behavior, described model of the purchasing decision making process and mentioned factors that affect customers. The practical part is focused on methodology of the marketing research, data processing and research results analysis. The last part is made up of suggestions and recommendations that were created based on the result of the research. Thanks to suggestions and recommendations the selling of cars should be on higher level in Opava’s showroom. It was found that the customers are most often thinking about buying new car from two to three months before the purchase, the most information customers obtained from the seller, the best-selling models are Hyundai i20, ix20 and i30 combi. The customers are usually satisfied with model, brand and the seller.