Analýza spotřebitelského chování při organizování svatby

Abstract

The diploma thesis deals with analyzing consumer behaviour while organizing a wedding. The aim of the thesis is based on design a typology of consumers who are currently organizing their wedding. For data collection, the online survey method CAWI was elected. The questionnare was composed of 23 questions and was filled in by 193 valid respondents. Collected data were processed in the IBM SPSS Statistics program, where statistical methods such as Chí-squere test, Anova, factor analysis, hierarchical and non-hierarchical cluster analysis were used. Based on the result of the questionnaire, attitudes and behaviour of consumers were identified and used as basis for the following typological composition of those customers. The end of the thesis is devoted to individual segments of consumers who were, according to the suggested typology, divided into four groups. There groups are formed by traditional, thinking, perfectionists and thrifty consumers.