Analýza spotřebitelského chování na trhu s hračkami

Abstract

The aim of the bachelor thesis is to analyze consumer behavior in the toy market. The theoretical part focuses on the theoretical background of consumer behavior and the characteristics of the toy market, including current trends and macroenvironment analysis. The practical part presents the results of quantitative research conducted through a questionnaire survey involving 158 respondents and focuses on consumers’ purchasing behavior and preferences when buying toys. Subsequently, recommendations are formulated for both consumers and companies operating in the toy market. The conclusion of the thesis summarizes the main findings and the fulfillment of the stated objective.