Typologie zákazníků e-shopů s elektronikou

Abstract

The main focus of the thesis is to propose a typology of e-shop customers in the electronics market in relation to their consumer behaviour. Through this typology, retailers should be able to better understand consumers and their buying preferences, attitudes, motivations and actions that influence their buying process. This thesis describes the theoretical background of consumer behaviour and discusses its relation to "online" and "offline" marketing. It also presents the characteristics of the current electronics market. The practical part of the thesis is introduced by a description of the data collection methodology and then presents the research results, which are complemented by verbal descriptions and graphs. The research was carried out by means of a questionnaire survey through an internet portal and a paper-based survey for respondents from family and friends. The paper concludes with a customer typology based on the analysis and a set of recommendations for companies operating in this segment that could help improve the effectiveness in targeting marketing to different types of consumers with respect to their specific needs and purchasing decisions.