Typologie spotřebitelů na trhu mobilních telefonů

Abstract

This thesis is focused on mobile phone market. The aim of the thesis is to compile a typology of mobile phone consumers based on the analysis of attitudes. In order to achieve the stated aim of the work, primary research was realized using quantitative technique of electronic questioning. Consumer typology was compiled using factor and cluster analysis. The typology includes four segments – an influential, non-engaging, demanding and inconstant consumer. The results of the survey can help all companies operating on the mobile phone market to better understand consumers and then adjust their offer.