Analýza nákupního chování zákazníků regionálních novin

Abstract

The aim of this master thesis was to discover a customer of regional newspaper, his/her behavior and to found out how the specific buying decision process looks like. Based on questionnaire for readers, interview with sellers and content analysis of the newspaper were created suggestions and recommendations. In the sixth chapter is identified the customer, the reader and their behavior. In the last part of the chapter was introduced the adjustment of the marketing mix which will incorporated the new findings based on research of this thesis.