The diploma thesis is focused on smartphones and user product reviews. The purpose of the diploma thesis is to establish a link between user product reviews and their willingness to buy the product. The thesis is divided into two parts. The theoretical part deals with consumer behavior, brands, willingness to buy a product and user product reviews. In the practical part there is a research demonstrated. The research is applied on a target group of czech consumers in the age from 16 to 24. In the last part of the thesis there is an evaluation and some recommendations. These recommendations can help to realize the key aspects which influence the customers willingness to buy the product.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264552 |
| Date | January 2015 |
| Creators | Kvasničková, Martina |
| Contributors | Novák, Michal, Kincl, Tomáš |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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