Analýza nákupního chování zákazníků na trhu se zemědělskou technikou

Abstract

This bachelor’s thesis focuses on the analysis of customer purchasing behavior in the agricultural machinery market. The main objective of the thesis was to obtain information and data regarding preferred brands and the reasons for their purchase. The data were collected through individual in-depth interviews conducted with ten selected agricultural enterprises. The analysis was carried out on selected agricultural machines, namely tractors, combine harvesters, and forage harvesters. Based on the research results, recommendations were subsequently proposed. The findings of the research represent a valuable source of information not only for manufacturers and dealers of agricultural machinery, with regard to improving products and services, but also primarily for customers, due to better market orientation and simplification of the purchasing process.