Analýza spotřebitelského chování na trhu finančních služeb

Abstract

This bachelor thesis focuses on the analysis of consumer behavior on the financial services market in the Czech Republic. The main objective was to identify how sociodemographic factors, such as age, education, gender, income, and place of residence influence consumer decision-making when choosing and using financial products. To achieve this, a quantitative research was conducted through an online questionnaire survey, with 158 respondents participating. The results showed that different sociodemographic groups have varying preferences regarding trust in financial institutions, preferred service channels and the importance of specific decision-making factors. Based on the collected data, several recommendations were proposed, including personalized services, a hybrid model of on-line and off-line communication, and increased support for financial literacy. The thesis provides practical value for financial service providers and opens up opportunities for further research using qualitative methods.