Typologie spotřebitelů při nákupu vánočních dárků

Abstract

The aim of this master's thesis was to propose a typology of consumers when purchasing Christmas gifts and to describe the key characteristics of these segments. The entire thesis is structured into 7 chapters, with the first being the introduction. The second chapter deals with the characteristics of consumer behaviour, and the third describes the retail market during the Christmas period. The fourth chapter provides a closer look at the research methodology, which was conducted using the CAWI method through an online questionnaire survey involving 268 respondents. The following chapter focuses on the analysis of the obtained results, from which consumer typologies were established in the sixth chapter. Finally, the conclusion of the thesis provides an overall summary of the work and its results.