Identifikace faktorů ovlivňujících chování spotřebitele na trhu mobilních telefonů

Abstract

The thesis deals with the analysis of factors influencing consumer behaviour on the Czech mobile phone market. The mobile phone is nowadays not only a means of communication, but also an important element of the everyday life of individuals and society. The aim of the thesis was to identify the main factors influencing the decision-making process of consumers when choosing a mobile phone, to create a consumer typology based on data obtained from an online questionnaire survey, and also define the purchasing behaviour of two selected age groups, i.e. Generation Y and Z.