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The influence of brand on consumer buying behavior
Turečková, Ludmila ; Vokáčová, Lucie (advisor) ; Lukáš, Lukáš (referee)
The diploma thesis The influence of brand on consumer buying behaviour is focused on the market of mobile phones. The aim of this thesis is an evaluation of particular factors that affect customer´s buying decisions regarding mobile phones. The principle is to find out whether the affect of the brand predominates the price, availability, advertising, etc. The thesis includes six brands of mobile phones that, according to the secondary data, have the biggest market share. A part of this thesis is also a survey that ascertains opinions of respondents on mobile phones. Thanks to the survey we can evaluate what operation system is favoured by the customers and whether the size, manageability, price and screen size are important for them. The finding, if customers are affected by the advertisement, which buying spot they prefer and what experience they have with mobile phones, is also important. None of the cell phone brands received an extremely low rating, but at each of them were found certain deficiencies. The management of the cell phone producers should focus on product quality and maintaining long-term customer relations. Some of the producers should reconsider their pricing policy and stimulate their vendors to improvement of customer awareness and increase of sales.
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