Analýza spotřebitelského chování na trhu videoher

Abstract

This bachelor thesis dealt with consumer behaviour in the video game market. The main objective was to identify consumer behaviour in this market and then to develop appropriate suggestions and recommendations for the approach of video game retailers and manufacturers towards consumers. For this bachelor thesis, quantitative research was chosen using primary data that was collected through a questionnaire survey that was placed online on a website. The sample was created using the convenient judgment technique. A total of 257 responses were obtained and 256 of them were subsequently analyzed. From the results it was found that consumers in the video games market most often use a desktop computer to play games, a laptop and PlayStation. Video games are predominantly played by respondents between 2 and 6 times a week or daily. For Czech consumers, the most common distribution channel is Steam, where 63% of respondents shop. Most consumers spend on average between CZK 1,000 and CZK 1,999 per year on video games. When buying new video games, respondents mainly get information through their own experiences, or through recommendations from family or friends and through reviews. Respondents consider story and gameplay to be less important factors when buying new video games. From the analysis of video game attitudes, respondents most agree with the attitude that they should prevent black market trading of in-game currency. For attitudes about video game players, the highest level of agreement was for the statement that video games are a hobby for video gamers.