Modelování dopadů norem kvality a ochrany před klamavou reklamou na užitek spotřebitelů

In this thesis we explore the importance of consumer protection (concretely protection against misleading advertising and minimal quality standards of product) for providing consumers' utility. Our target is to discover whether these protections are necessary for providing consumers' utility or not, and whether are the consumers able to provide themselves equal or higher utility (then can mentioned protections do), scilicet through their mutual communication and buying behavior. Furthermore, we want to discover, if can happen a situation in which the mentioned protection decline the consumers' utility, in comparison with situation, when no protections exist. These conclusions are stated for concrete product (LCD TV) and concrete society (little community within the Czech Republic society), whereas we explore the influence of consumer protection both on utility of whole community and on utility of each social class within different proportions of these classes within society. For this research has been created an original multi-agent model, in which we simulate consumer behavior and companies behavior on market. The important parts of the model architecture are presented in this thesis: principles of social structure creation (based on the knowledge about social groups and different types of social ties), buyer behavior and principles of consumer communication through social network, and decision of companies about product characteristics. In conclusion we have interpreted the simulation results and have stated an importance of consumer protection in tested society buying tested product.