Analýza spotřebitelského chování na trhu šperků

Abstract

The thesis deals with consumer behaviour in the jewellery market. Jewellery shows a certain image of each individual, and is not perceived only as a decorative element, but also as a full-fledged piece of art. The aim of the thesis is to determine the consumer behaviour in this market, which attributes are important for consumers when purchasing jewellery, for what reason they buy it, which jewellery brands they know and prefer, and how they perceive jewellery and concretely the Swarovski brand. The object matter of the thesis is characteristics of jewellery market, especially Swarovski description and their competitors, the theoretical bases of consumer behaviour patterns and basic decision-making factors influencing consumers. Afterwards, the thesis focuses on the methodology of work, description of respondents and appropriate analysis of data acquired from questionnaires. At the end, the results are summarized and proposals for possible improvements are suggested.