Analýza rozhodovacího procesu zákazníků firmy Pygmalino

Abstract

This diploma thesis is about customer decision making process of Pygmalino company which is a company business in the field of toys. The thesis is divided into theoretical and practical part. The theoretical part includes description of Pygmalino company and explanation of customer decision making process and internet marketing. The practical part describes marketing research and its results. The objective of the thesis is to find out whence customers of Pygmalino find information about toys and Pygmalino company, according to what they make a decision and what is the final instigation to buy. To determine this information will be used marketing research – a questionnaire survey which includes questions on individual factors of customer decision making process customers of Pygmalino company. Based on the subsequent findings of the research are drawn conclusions and marketing recommendations for e-commerce Pygmalino.