Analýza chování spotřebitele na online trhu stříbrných šperků

Abstract

The theme of the bachelor thesis is an analysis of consumer behaviour in the online silver jewellery market. The aim of this work was to find out whether consumers prefer to buy online or in a brick and mortar, what their preferences are when buying silver jewellery, which factors they consider important, which online retailers and jewellery brands are familiar with and which types of jewellery they are most likely to purchase. The theoretical section is devoted to consumer behaviour with a focus on the Czech online silver jewellery market, customers, competition and the characteristics of the macro environment. The research was carried out by online survey. From the data collected, an analysis was created out and suggestions and recommendations made for jewelry retailers and manufacturers. The results show that it is best for retailers to operate a brick and mortar and an online e-shop. Other recommendations relate to the management of the e-shop, the range offered and the customer target group.