Analýza spotřebitelského chování na trhu zdravotních pojišťoven
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Vysoká škola báňská - Technická univerzita Ostrava
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Abstract
The main theme of diploma thesis is Consumer behaviour analysis on the health insurance market. The aim of the thesis was to describe recent consumer behaviour on the health insurance market. The thesis is divided into two parts, theoretical and practical. In the theoretical part are defined models of consumer behavior, purchase decision process and the health insurance market in the Czech Republic.The practical part deals with the marketing research data. Marketing research was effected through questionnaire survey. Based on the results of the research were presented proposals and recommendations for different types of policyholders.
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Import 02/11/2016
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Consumer behavior, health insurance, public health insurance, policyholder, the purchase decision process, model of consumer behavior, preferences.