Analýza nákupního chování na trhu s hudebními nástroji

Abstract

The aim of my thesis was buying behaviour analysis on the musical instruments market, to find main features of the buying behavior of customers on that market, to help companies selling musical instruments to focus special offer tailor-made to the customer groups. Marketing research was the source of primary data, which I received from musicians with form of questioning. Teoretical part focuses on characteristics of the musical instruments market, the theory of buying behaviour, factors affecting consumer behaviour, their decision-making process. Practical part includes preparation and realization of marketing research, aim of thesis, questioning results, their interpretation and also and the main characteristics of buying behaviour on the musical instruments market.