Analýza chování zákazníků na trhu plastových oken

Abstract

The thesis deals with customer behaviour analysis in the market of plastic windows. The knowledge and understanding of customer buying behaviour should be the primary effort of each company because company will be able to target their marketing activities more effectively and satisfy customers better than competitors only with a thorough knowledge of customer’s needs and requirements. The aim of the thesis is to analyse and to identify key factors which influence customers’ decision-making process while selecting and purchasing plastic windows. The theoretical part defines findings of common customer behaviour and describes in detail the market of plastic windows. The practical part is based on marketing research of customer behaviour conducted by a questionnaire survey. The results are used to present proposals and recommendations that might be helpful in leading company’s further marketing activities.