Evaluation of consumer behavior on a case study of a selected e-business (weddeco.cz)

Bc. Valentina Petrová

Diplomová práce

Abstract:

This diploma thesis is focused on analysis of consumer behaviour of a particular online store with wedding decorations located in the Czech Republic, which was established at the beginning of December 2015. Firstly, there are explained basic terms connected with consumer behaviour and with marketing. The history of marketing and its development are described as well as the influence of modern technologies. Next, there are explained terms related to Internet marketing since the store is online only and uses only Internet marketing (both paid and free advertising) to attach new customers. There are summarised researches regarding Internet marketing and consumer behaviour by other authors as well. In practical part is analysed consumer behaviour and then using linear regression is analysed a relationship between following variables; the dependence of orders on various factors such as the source website of the order, the date in month, and the month of the order. Data are collected and therefore analysed for the time period from January until December 2016.

Keywords

marketing, consumer behaviour, Internet marketing, case study

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 3. 2017

Obhajoba závěrečné práce

• Vedoucí: Ing. Petr Procházka, MSc Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management