Analýza nákupního a spotřebního chování domácností

Abstract

This thesis is focused on an analysis of shopping and consumer behaviour of households in Ostrava, extended by analysis of shopping behaviour of inhabitants in the Moravian-Silesian region on the internet. It consists of two parts - theoretical and analytical. The first part contains the theoretical background related to the topic of thesis. In particular, the types of shopping behavior, decision-making process of the individual, family phases, the influence of children in decisions and more. There is also included a description of the observed region of the demographic and macroeconomic aspects. Data for this analysis were collected using two questionnaires. The first one was a paper (form of personal interviews) and the second was electronic. The second part contains an evaluation of both questionnaire surveys processed in the statistical software SPSS. Based on this analysis are given suggestions and recommendations, that may be used by retailers in this region.