Identifikace faktorů ovlivňujících rozhodování spotřebitele na trhu hodinek

Abstract

This diploma thesis deals with the identification of factors that are influencing consumer decisions on the mechanical watch market. Mechanical watch is a type of watch that is powered by purely mechanical movement without any electronics, batteries etc. Quantitative research was used for collecting primary data, which were obtained through questionnaire survey, more precisely using computer assisted online interviewing (CAWI) method. A sample was created using appropriate judgment technique. A total of 277 respondents participated in the research. The results show that mechanical watches are worn mainly by men with higher incomes and university degree. Most respondents are actively interested in the mechanical watch industry. Among respondents are the most popular diving watches with automatic winding. More than a half of respondents own Seiko watches, which come from the Japan. However, if respondents were able to choose any watch brand without budget constraints, most of them would choose Swiss brand Rolex. Before buying mechanical watch, consumers are mostly influenced by reviews available on the internet, recommendations from friends and also by their own previous experiences. Most important factors when buying mechanical watches are design of the product and type of the movement, which is driving the watch.