Analýza chování uživatelů hudebních streamovacích služeb

Abstract

This Bachelor thesis is focused on the consumer behaviour of users of the two most significant music streaming services on the czech market. These services are Spotify and Apple Music. The aim of the Bachelor thesis is to describe the consumer behaviour of these services’ users. The work is composed of theoretical and analytical part. The theoretical part deals with the theoretical background of consumer behaviour, music streaming market and the used methodology of primary data collection. The result of the data analysis was that the music streaming services users have very positive relation to the music. According to this relation the users can be divided into two clusters – ordinary listeners and music lovers. Users of these music streaming services mostly started using them in past three years. These services take big part in their way of listening to the music. They are quite satisfied using these services and when they are choosing a music streaming service, the selection is rather easy than very hard for them. So the process of the service selection can be described as a limited problem solving. From the factors, that they are mostly influenced by, the marketing stimuli have the biggest influence and the social factors have the smallest one.