Typologie spotřebitelů na hudebním trhu

Abstract

This thesis is focused on the study of consumer behavior on the music market. The aim of the thesis is to create a typology of music consumers based on their attitudes towards the music market. The theoretical part deals with the theoretical background of consumer behavior and the music market. Analytical part consists of analysis of consumer behavior and creation of the typology. Marketing research was conducted using the method of electronic questioning. Consumer typology was compiled using factor and cluster analysis. Six new factors have been created. From these factors, a consumer typology has been created that includes five consumer segments (music supporters, side listeners, digital listeners, influenced listeners, music lovers).