Analýza chování zákazníků na trhu herních sestav

Abstract

The thesis focuses on analyzing customer behavior in the gaming computer market. The main source of data was an online survey distributed via online communication platforms. The research was commissioned by the Czech brand LYNX, which plans to use the results to adjust its marketing and business strategies. The main target group consisted of respondents who had already purchased a gaming computer. Secondarily, those who had never purchased a complete gaming computer were also surveyed. The results of the research show that performance and price play a key role in the selection of a gaming PC. The most common frequency of replacement of a set is between 4 and 6 years, with customers replacing their sets more often the higher the planned investment. The most used sales channel is Alza.cz. Also video reviews, influencers, and gaming news play a crucial role in the decision-making phase. Among the group of non-buyers, the dominant reasons are building a PC themselves or the unavailability of complete systems with the desired price/performance ratio. The collected data serves as a basis for specific recommendations that could help the brand better respond to the preferences of their target groups and also increase their competitiveness in the market. It also helps identify possible improvements for their marketing activities.