Interkulturní rozdíly ve spotřebitelském chování na trhu smartphonů
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Vysoká škola báňská – Technická univerzita Ostrava
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The paper compares the consumer behvaiour on the Czech and South Korean smartphone market. The aim is to compare consumer behaviour when buying or considering buying new smartphone, attitudes towards the brand, and brand loyalty. The impact of gender, country, and owned brand is examined. The quantitative research method (CAWI) was chosen as the best way to obtain data.
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smartphones, consumer behavior, South Korea, Czech Republic, brand loyalty, intercultural comparison, brand attitude, Korean consumers, Czech consumers