Analýza chování spotřebitele na trhu s motocykly

Abstract

The bachelor thesis focuses on the analysis of consumer behaviour on the motorcycle market in the Czech Republic and Slovakia. The aim of the thesis is to identify the main factors that influence consumer decision making when buying a motorcycle and to evaluate the importance of price, brand, performance and design in the selection of a particular model.

The theoretical part is based on the literature in the field of marketing, consumer psychology and the history of the motorcycle market. It also includes a summary of the development of the motorcycle market in Czechoslovakia and its current form. The practical part is based on quantitative research conducted in the form of an online questionnaire survey. The research focused on respondents from the Czech Republic and Slovakia and analysed their purchasing preferences and attitudes. The data was processed using descriptive statistics, with second-level sorting based on the age and gender of the respondents.

The results show that price plays a major role in the decision to buy a motorcycle, followed by technical parameters and brand. It further shows that different demographic groups of consumers have different preferences and expectations. The paper presents a clear graphical and verbal evaluation of the data obtained and provides recommendations for the marketing practice of motorcycle manufacturers and dealers. The questionnaire used is included as an appendix to the thesis.