Analýza spotřebitelského chování zákazníků prodejce nábytku

Abstract

The topic of this diploma thesis is „Consumer Behaviour Analysis of the Furniture Seller“. The main aim of this thesis is to analyze consumer behaviour of customers of the ORFA company. Marketing research was carried out by the questionnaire survey in three selected stores ORFA. The thesis is divided into a theoretical and a practical part. There are explained mainly basic concepts associated with a consumer behaviour in the theoretical part and the ORFA company is also presented here. Specifically, there are described models of purchasing behaviour, types of buying behaviour, factors affecting consumer behaviour, buying decision process and purchasing role. The practical part presents a compilation of the data obtained from an questionnaire survey. In the last chapter are drawn conclusions identified by the questionnaire survey and also there are suggested recommendations how to increase satisfaction of customers and improve a competitiveness of the company.