Analýza postojů spotřebitelů generace Y a Z na trhu s ekologickými dentálními potřebami

Abstract

This diploma thesis deals with the consumer attitudes analysis of generation Y and Z in the ecological dental supplies market. In the theoretical part of the thesis there are described foundations of consumer behaviour and attitudes. There is also characterized ecological dental supplies market using marketing mix and both generations and their relationship towards ecology are described. In the analytical part the attitudes are ascertained by questionnaire using the CAWI method and the results of the questionnaire are subsequently described and interpreted. There are also presented some suggestions which could help e-shops raise the sales of these products and awareness of them. The aim of the thesis is to ascertain and describe the attitudes of generation Y and Z in the ecological dental supplies market in the Czech Republic.