Spotřebitelské chování na trhu s diamantovými šperky

Abstract

This bachelor thesis focuses on consumer behavior in the diamond jewellery market in the Czech Republic. The aim of the thesis is to analyze the factors influencing customers’ purchasing decisions when buying diamond jewellery and to identify the main consumer preferences, motivations, and barriers. The theoretical part defines the basic concepts related to consumer behavior, presents consumer decision-making models, and describes the factors influencing consumer behavior. The thesis also includes a characterization of the diamond jewellery market, its development, current trends, and an analysis of the macroenvironment, mesoenvironment, and microenvironment in the Czech Republic. The practical part is based on quantitative research conducted through a questionnaire survey. The collected data were analyzed to identify respondents’ attitudes toward diamond jewellery, their purchasing preferences, and their perception of natural and laboratory-grown diamonds. Based on the research findings, recommendations are proposed for marketing communication, product offerings, pricing strategy, and building customer trust in the diamond jewellery segment.