Analýza spotřebitelského chování na trhu počítačových her

Abstract

In this thesis, an analysis of consumer behaviour in the computer games market will be conducted to explore the factors that influence consumer purchasing decisions. The thesis will consist of seven chapters in which the theoretical background and practical analysis will be presented. The analytical framework will be based on psychological, sociological and rational models of consumer behaviour and will use both quantitative and qualitative research methods such as questionnaire surveys and respondent data analysis. The main goal of this analysis is to provide a better understanding of consumer behaviour in the computer games market. The results can be used to develop strategies for game retailers and developers to increase sales and improve customer satisfaction.