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Consumer behaviour in the market of financial advisory focused on the company OVB Allfinanz, a.s.
Látalová, Jana ; Tahal, Radek (advisor) ; Chalupecký, Martin (referee)
The goal of this master's thesis is, through marketing research in the field of financial advisory, to gain knowledge of the three research areas, which are consumer behaviour on the financial market, consumer attitude to financial advisory services and consumer knowledge of the company OVB Allfinanz, a.s. and their experience with company's consultants. The thesis is divided into two main parts. The theoretical part describes general knowledge of the topic and focuses on consumer behaviour, marketing of services, marketing communication, marketing research and financial advisory market in the Czech Republic. In the beginning of the practical part, there are introduced the company OVB Allfinanz and their main competitors on the market. The main part covers quantitative research, where are analysed data obtained from a questionnaire survey. These data are then evaluated and based on them some recommendations are suggested to the company OVB Allfinanz.
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