Analýza nákupního chování zákazníků na slevových portálech

Abstract

This thesis focuses on the online group buying purchases. The aim of thesis was to analyze purchase behavior on the on-line group buying servers. This kind of shopping is very popular among customers because they can find there discounts on various products and services year-round. If the popularity of on-line group buying servers is to be able to grow, it is necessary to constantly monitor needs and demands of customers and to adapt to them. It has been chosen method of electronic polling. And then it was found that most respondents bought on on-line group buying servers repeatedly and frequently in the category of food and drink. The most common expense is from 351 to 600 CZK and purchase frequency is once per quarter.

This thesis is concerned with online group buying auctions to analyze customer buying behaviors on these auctions. Buying on the online group buying auctions is popular for less time consuming and saving money so it is necessary to monitor customer needs and adapt to them. For analyzing the behavior of customers has been used electronic questioning method by the help of the list of questions placed on the Internet. The thesis is divided into theoretical part which describes the theoretical basis of buying behavior and application part which analyzes the behavior of customers on the online group buying auctions. Through the use of questioning it was found that the most frequently purchased category is travelling. Respondents usually buy 1 to 3 times a year. The main reason for buying is discount. Average price is in the range from 1 001 – 2 500 CZK.