Vliv sociálního prostředí na kupní rozhodování na trhu spotřební elektroniky

The bachelor thesis inquires the influence of the social environment on purchase decisions on the consumer electronics market. At first, the theoretical part explains the basic concepts introducing the issue of consumer behavior and the social environment. Following with description of models used for explanation of consumer behavior, factors influencing the behavior of consumers and description of purchase decision-making model with a reflection of steps on the market with consumer electronics. As of last, trends of recent years in consumer behavior in the consumer electronics market are mentioned. The practical part will focus on determining the degree of influence of the social environment on purchasing decisions on the mobile phone market based on data obtained from the MML-TGI database and a quantitative questionnaire survey. Based on the analysis of both types of research, a marketing recommendation is created taking into account the identified influences.