Analysis of consumer decision

Zijing Wu

Bakalářská práce

Abstract:

The market economic system is the main form of economic life of modern society. The concept of the market is the main concept in the theory of market economy. The market is an economic system aimed at the consumer. This explains the continuous interest of economic science in how an ordinary consumer behaves, what motives and rules he is guided by when making a choice in a large assortment of goods, whether there are patterns that govern his behavior in the market, methods of promotion in the market. The relationship between the consumer and the producer is built in such a way that the consumer is in the center of the producer's interests, is his main goal and the object of purposeful influence. That is why it is important for the manufacturer to study consumer preferences from a psychological, economic, sociological, and cultural point of view. This bachelor's thesis is devoted to the study of the problem of consumer behavior in the choice of leisure on the example of consumer behavior of students in the city of Prague. In the theoretical part of this work, the basics of consumer behavior, the factors influencing consumer behavior, as well as the characteristics of consumer behavior in the field of leisure and entertainment services will be studied. In the practical part, a study will be conducted among students living in the city of Prague on their consumer behavior in the field of leisure and recreation and on the impact of the consumption of these services on their physical and emotional health. The purpose of this thesis is to find out the characteristics of consumer behavior of students when choosing leisure and recreation services. The research method will be a qualitative research method, with which you can find out qualitative information and explain the position associated with the research problem, based on quantitative data. As a method for collecting data, a self-filled questionnaire method will be used.

Keywords

consumer decision, consumer behaviour, decision-making process, leisure activities, theory of rational choice, entertainment, lifestyle

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2023

Obhajoba závěrečné práce

• Vedoucí: doc. Mgr. Ing. Petr Wawrosz, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Economics and Management