Mezigenerační rozdíly v chování spotřebitelů na trhu populární hudby

Abstract

Bachelor's thesis describes the intergenerational differences in consumer behaviour on the pop music market. The theoretical part is devoted to the development of the market of pop music and music sales, and also describes changes in consumer behavior of each generation. The practical part contains a description of the data collection of qualitative and quantitative research for subsequent analysis of consumer behavior of the generation X and Y on the pop music market.