Analýza spotřebitelského chování na trhu MP3 přehrávačů

Abstract

The aim of my bachelor thesis is to analyse the consumer behaviour on the market of MP3 players. I focused particularly on the following issues: how customers behave in an actual market, how frequently they buy MP3 players, what is important for them if they intend to purchase an MP3 player, where they get information about MP3 players from, what price of a new MP3 player is considered optimal, and which producer they prefer. Following the results of my research, I have proposed recommendations on how the Apple Inc. could improve their market share in the Czech Republic.