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National Repository of Grey Literature

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Chování spotřebitelů při online nakupování Ostrá, Eliška This diploma thesis investigates patterns of behaviour in the Czech online shopping market. The thesis identifies segments of online shoppers, determines the factors influencing their consumer behaviors and from this analysis identifies a typical respondent. Secondary data are used for an orientation analysis of the e-commerce market in the Czech Republic. Further analysis of primary data pro-vides insights into the effectiveness of sales promotions and online marketing tools in influencing consumer attitudes and purchasing decisions. Regression analysis helps establish the optimal price points for online products based on the price sensitivity of consumers and their responses to selected sales promotion tools. The thesis concludes with suggestions for increasing customer satisfaction on e-commerce websites and thus enhancing profitability. Detailed record

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