Analýza preferencí zákazníků na online trhu se zdravotnickými pomůckami

Abstract

The author chose the analysis of customer preferences on the online medical devices market as the subject of his thesis. The aim of the work was to analyze the consumer behavior of customers of e-shops with medical devices. It was investigated which customers (from a demographic point of view) buy compensation aids, how to attract these segments and what criteria these customers prefer when choosing a specific e-shop. Quantitative research was used to obtain data for the research, specifically an online questionnaire survey - the CAWI method. The survey took place via the website vyplnto.cz, where a unique link was created, which was then inserted on the website zdravotnipotreby.com and in two Facebook groups. A total of 114 questionnaires were filled out. After processing the data, it was found that compensatory aids are purchased not only by people with disabilities (43%), but also by healthy people (57%). People with disabilities buy compensatory aids primarily for themselves, whereas healthy people buy for their parents. Furthermore, it was found that the mobile phone is most often used for shopping (47%). Respondents most often buy compensatory aids for the toilet and bathroom, and 56% of all purchases are made in the evening, i.e. from 5-9:59 p.m. The most preferred mode of transport is PPL. Regarding the evaluation criteria when choosing an e-shop, the best result was the statement that when choosing an e-shop, respondents evaluate e-shop reviews, videos and photos of products are also important to them, and they also pay attention to the expertise of the e-shop.