Identifikace postojů spotřebitelů k elektrokolům

Abstract

The theme of this diploma thesis is consumer attitudes identification toward electric bikes. The main aim of the thesis is to analyse consumer attitudes toward electric bikes on the Czech market. One of the partial aims includes to find out the reasons why consumers decide to buy an electric bike and describe the behaviour of consumers on the electric bike market. Furthermore, to create a typology of consumers on the market and then to name and characterize the segments. The content of the thesis is divided into theoretical and practical part. The theoretical part describes the theoretical basis of consumer behaviour, the characteristics of the electric bike market in the Czech Republic and the description of the research methodology. The data was collecting via an questionnaire survey. The practical part provides the performing of the obtained data analysis. Based on the results of the analysis there was created a consumer typology and proposed recommendations, which could help companies operating on the electric bike market.