This diploma thesis deals with consumer behavior during making a purchase of music in the Czech Republic. It focuses on factors which influence consumer during purchase process, on consumer purchase decision making and on consumer preferences and demands. The main source of data was a questionnaire survey conducted on sample of 565 respondents. The data were collected in October 2015. On the basis of the data the segmentation of the market was carried out. The survey results allowed to formulate recommendations and conclusions for music market in the Czech Republic, and music industry in general.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:190011 |
| Date | January 2015 |
| Creators | Večeřová, Jana |
| 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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