Analýza spotřebitelského chování na trhu kytar

Abstract

The aim of the bachelor thesis is consumer behaviour analysis on the guitar market. Using research conducted through a questionnaire survey customers price sensitivity was identified, then what are the most common guitar types used and consumer motivation while buying guitars. Research also answered to what are the most important criterias for consumers when they are choosing guitars or from which manufacturers they prefer buying guitars. The results were evaluated by using a statistical program and their possible usage was suggested.