Analýza spotřebitelského chování při nakupování dárků

Abstract

This bachelor’s thesis explores how people behave when purchasing gifts and what factors influence their decision-making. It focuses in particular on the role of the relationship with the recipient, the occasion itself, the type of gift, and the emotions associated with the shopping process. Through a questionnaire survey, consumer habits and preferences are examined, including perceived advantages and disadvantages of online and offline shopping. The thesis also addresses the phenomenon of self-gifting and investigates the most common motivations behind this behavior. The findings may be useful for companies focused on marketing gift-related products or as a basis for further research in the field of consumer behavior.