Consumer Behavior: An economical and marketing overview between the actual American and Czech consumer

Jorge Andres Lopez Ramos

Master's thesis

Consumer behavior - comparison between the U.S. and Czech markets

Abstract:

Hlavny ucel tejto Diplomovej prace je poukazat prehlad o ceskom spotrebitelskom spravani a o americkom spotrebitelskom spravani zalozeneho na marketingovych parametrov, ekonomickych prvkoch a socialnych dimenziach ktore ovplyvnuju ich vyber nakupu. Tato praca poukazuje rozdielne volby nakupu a preferencie modernych spolocnosti v USA a Ceskej republike a zdovodnenia ktore dovoluju buducim investorom a podnikatelom pochopit ich okolnosti biznisu a urobit kvalifikovane rozhodnutia specifickych objektov oboch krajin.

Abstract:

The main purpose of this Diploma Thesis is to provide an overview of the Czech Consumer behavior and the American Consumer behavior based on the marketing parameters, economic elements and sociocultural dimensions that affect their purchase decisions. This thesis portraits the different purchase directions and preferences of the modern societies in USA and Czech Republic and the reasoning behind them therefore it will allow future investors and entrepreneurs to understand their business surroundings and make informed decisions towards specific objectives and targets in the both countries.

Keywords

cesky spotrebitel, americky spotrebitel, Spotrebitelske spravanie

Keywords

American Consumer, Czech Consumer, Consumer Understanding

Language used: English

Date on which the thesis was submitted / produced: 4. 5. 2010

Thesis defence

• Date of defence: 18. 11. 2010
• Supervisor: Bronislava Hořejší
• Reader: Jana Soukupová

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Business - Central European Business Realities