Modifikace kupního rozhodování spotřebitele na trhu tabulkových čokolád

Aim of this diploma thesis is to find out form of buying decision process and suggest marketing orientation according to discovered findings. The diploma thesis can be divided into two parts, where in the first part were used data from MML_TGI survey, which were analyzed with aid of Data Analyzer computer software. Contingency tables, factor analysis and cluster analysis were used here. After evaluation, own questionnaire survey took place. Goal of this own survey was to compare results to secondary data results. Results from own survey were afterwards analyzed with help of PASW Statistics computer software where factor analysis, cluster analysis, frequency analysis and crosstables were used. In the end diploma thesis came to conclusion there is not one single buying decision process for all table chocolate users. Secondary data uncovered four segments on table chocolate market. Own questionnaire survey discovered four normal segments and one much smaller segment in comparison with others. Segments from both results had many different factors and also many factors in common with each other.