Analýza nákupního chování Generace Y

Abstract

Bachelor thesis deals with the shopping behaviour of Milleannials. The aim of this work is to identify and describe the specifics and preferences of Millennials on the drugstore market on the Czech market. The theoretical part defines the general concept related to consumer behaviour, models of the consumer behavior and decision-making process. The practical part is based on the electronic questioning. Results of the research work determine the general specifics of the shopping process of Millennials, main shopping place on the drugstore market, preferences of eshop and store and shopping decisions. The proposed recommendations may be serve for the producer and dealer in order to maintain the success of their brands and improve or mantain their current position on the market.