Consumer Buying Behavior

Ing. Harigovind Gopinatha Kaimal

Diplomová práce

Anotace:

The aim of the Master thesis is to understand the online consumer buying behavior of perishable goods by working women in Kerala, India. The result is collected based on secondary and primary data collected during the marketing research. This thesis will define the theoretical background of the studied subject, the characteristics of the purchasing pattern, factors influencing the changes in buying behavior and practical evaluation of the recent trends and suggestions based on the evaluation. The survey is designed to gather data from representative sample of working women in Kerala, India and understand the trend in online buying behavior of perishable goods. The data collected from the representative sample will be analysed using statistical methods to identify the factors influencing the purchase decision.

Abstract:

The aim of the Master thesis is to understand the online consumer buying behavior of perishable goods by working women in Kerala, India. The result is collected based on secondary and primary data collected during the marketing research. This thesis will define the theoretical background of the studied subject, the characteristics of the purchasing pattern, factors influencing the changes in buying behavior and practical evaluation of the recent trends and suggestions based on the evaluation. The survey is designed to gather data from representative sample of working women in Kerala, India and understand the trend in online buying behavior of perishable goods. The data collected from the representative sample will be analysed using statistical methods to identify the factors influencing the purchase decision.

Keywords

Online Consumer Buying Behavior, Consumer Behavior

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 18. 12. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 13. 2. 2024
• Vedoucí: Ing. Kateřina Matušínská, Ph.D.
• Oponent: Ing. Radka Bauerová, Ph.D.

Slezská univerzita v Opavě

Obchodně podnikatelská fakulta v Karviné

Magisterský studijní program / obor:
Ekonomika a management / Business Economics and Management