Buyer Decision Process on the Market of Electric Shavers

Peter Frič

Diplomová práce

Anotace:

Buyer decision process is an important mechanism in the heads of consumers which leads them through purchase decisions. To understand behaviour of consumers, this process has to be analyzed and explained. Aim of this thesis is to analyze market of electric shavers in the Czech Republic and to determine key factors influencing purchase behaviour. Secondary and primary research are undertaken to reach the goal of the paper. In addition, five hypotheses are evaluated to verify author's expectations about the market of electric shavers for men in the Czech Republic. Analysis shows that consumers base their decisions about shavers mostly on performance and price. Though, majority of consumers do not buy shavers themselves, but receive it as a present from close family or relatives.

Abstract:

Buyer decision process is an important mechanism in the heads of consumers which leads them through purchase decisions. To understand behaviour of consumers, this process has to be analyzed and explained. Aim of this thesis is to analyze market of electric shavers in the Czech Republic and to determine key factors influencing purchase behaviour. Secondary and primary research are undertaken to reach the goal of the paper. In addition, five hypotheses are evaluated to verify author's expectations about the market of electric shavers for men in the Czech Republic. Analysis shows that consumers base their decisions about shavers mostly on performance and price. Though, majority of consumers do not buy shavers themselves, but receive it as a present from close family or relatives.

Klíčová slova

nákupní chování spotřebitelů, spotřebitelské chování, elektrické holící strojky

Keywords

electric shavers, buyer decision process, consumer behaviour

Jazyk práce: čeština

Datum vytvoření / odevzdání či podání práce: 18. 10. 2009

Obhajoba závěrečné práce

• Obhajoba proběhla 13. 9. 2010
• Vedoucí: Václav Stříteský
• Oponent: Jan Koudelka

Vysoká škola ekonomická v Praze

Magisterský studijní program / obor:
Ekonomika a management / International Management