Analýza spotřebitelského chování na trhu chytrých telefonů

Abstract

This bachelor's thesis focuses on finding out information regarding the characteristics of consumer behaviour in the smartphone market in the Czech Republic and then comparing, on similar questions, with analogous research conducted by Accent in the United Kingdom of Great Britain and Northern Ireland (UK). This thesis describes the theoretical background of consumer behaviour, explains the concepts of consumer behaviour, consumer and others. Furthermore, the typology of consumers is discussed and the models and main factors influencing consumer behaviour are described. Subsequently, the thesis focuses on consumer buying roles, the purchase decision process and the smartphone market in the Czech Republic and the UK is characterised. In the practical part, the research results are illustrated, supplemented by verbal descriptions and graphs. The research was conducted through a questionnaire survey via an internet portal and a paper-based survey for respondents from family and friends. The last part of the paper was devoted to describing suggestions and recommendations for the mobile phone market.