Analysis of Reading Habits in the Czech Republic

Abstract

This thesis analyses the reading habits in the Czech Republic. The thesis consists of two main parts – theoretically-methodological and practical. The theoretical part provides the fundamental principles of consumer behaviour, characteristics of the book market in the Czech Republic, reading habits, as well as considering the subjects on the Czech book market. The methodological and practical part is focused on the application of selected marketing research method. The whole methodology is explained in detail including research goals, problem definition, type and source of data, strategy, methods together with possible limitations of the research. The main aim of this diploma thesis is to identify reading habits in the Czech Republic. The diploma thesis thus provides a suitable basis for further research related to this topic.