Typologie chování zákazníků na trhu notebooků

Abstract

Nowadays laptops are more using electronic device then in past. The meaning of this thesis is determine of current state of the market with laptops in the Czech Republic and propose appropriate measures, which help to traders find a new customers. For the research had been used a survey. Thanks to results from survey has been determined 3 factors, which influencing Czech consumers. These factors are prices, references and trademark. Based on factor analysis was determined cluster analysis. By software SPSS (Statistical Package for the Social Sciences) was determined 4 different clusters. Name of clusters are price sensitive and price insensitive consumers, consumers oriented to trademark and demanding consumers. For traders had been suggest tips and recommendations, which are helpful for bigger revenues and for attract new customers.