Analýza nákupního chování na trhu chytrých telefonů dle generací

Abstract

The theme of this thesis is the analysis of buying behaviour on the smartphone market based on the generation view. The aim of the thesis is to introduce the latest information concerning the buying behaviour of selected generations on the smartphone market in the Czech Republic and especially to specify and compare the buying decision process of the Generation Y and Z on this market. Partial aims of the thesis are to present and compare relations of Generation Y and Z members to brands and operating systems of smartphones, a description and comparison of attitudes of selected generations to claims relating to the subject of analysis and to define new types of customers on grounds of factor analysis as well as of cluster analysis. Another aim of the work is making suggestions and recommendations for the producers and sellers of smartphones based on the analysis results. These aims were achieved by gathering primary data acquired through questionnaire survey and its subsequent analysis.