Využití vybraných zbožových srovnávačů jako nástroj marketingu

Abstract

This bachelor thesis examines consumers' preferred shopping methods and the utilization of selected product comparison platforms as marketing tools. Considering the development of the internet and the increasing digitalisation of shopping, product comparison platforms have become significant tools for consumers in making purchasing decisions. The aim of this thesis is to analyze the utilization of price comparison sites from the perspective of consumers and to explore their potential for increasing sales and building brand awareness. To achieve the objectives of this thesis, a questionnaire survey was conducted, focusing on respondents' experiences with online shopping and their awareness of price comparison sites. These findings serve as the basis for recommendations for retailers on how and why to use price comparison sites as part of their marketing strategy.