Consumer Behavior

ILLIA DIEDUSHEV

Diplomová práce

Abstract:

The purpose of the diploma thesis is to study consumer decision-making, customers’ needs and preferences, discover peculiarities of consumer behavior in electronic retailing, reveal factors, which affects purchasing decision-making during online shopping and define key managerial implication concerning development of effective marketing strategy that could facilitate consumer engagement and provide competitive advantage for the company.The study of consumer behavior follows a deductive and starts with analysis of theoretical background followed by qualitative research and survey data collection in order to arrive to important managerial implications concerning development of effective marketing strategy of the company in electronic retailing. Extensive literature review provides understanding of foundations of consumer choice, principles of consumer decision-making process, reveal the impact of psychological, cognitive, emotional and social factors on consumer behavior.Results of conducted survey allows to identify newly emerging trends in market environment and determine criteria that modern customers operate making their choice in online shopping. Obtained results of research provide basis for managerial implications concerning development of effective customer-oriented marketing strategy that enable company to create personalized value propositions and reach customer satisfaction.

Keywords

marketing strategy, purchasing decision, online shopping, consumer behaviour, electronic retailing, decision-making process, consumer engagement

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 5. 4. 2020

Obhajoba závěrečné práce

• Vedoucí: Ing. Michal Chocholoušek, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics Policy and Administration / Business Administration