Spotřebitelské vnímání fenoménu Black Friday

The topic of this work is the consumer perception of the phenomenon of Black Friday in the Millennium segment. The theoretical part discusses the issue of Black Friday, which explains what Black Friday is in terms of marketing and what is its development in the Czech Republic. It also discusses how consumers have discounts and advertising, how consumers behave on Black Friday, and at the end of the theoretical part, the Millennium Segment is described. The research methodology, methods and limitations of the research are introduced in the methodology of the thesis. The practical part describes the data obtained by qualitative research (interview), where the results of the research are interpreted, ie how perceived by Black Friday consumers in the Millennium segment.