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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Purchase behavior in automotive segment
 Klementová, Jana ; Höschlová, Eva (referee)
The aim of the thesis is the contextual and procedural analysis of customers purchase behavior. Both analyses point out several internal and external factors, which play their role in customer's decision- making process. The result of the process is or it is not the purchase of a product. In theoretical part of the thesis is described customer's behavior at the purchase of both: standard products and also newly introduced product by which doesn't previous customer experience exist. Research part is divided into two parts. First part is an analysis of factors, which influence purchase of a passenger car. Research identifies the factors, which play a role in the decision-making process and determines the importance of these factors. Analyses compares the response of the customers with anticipation of the importance of the factors done by salesmen. Salesman is an integral part of the customer's decision-making process and he influences itby his/her assumptions. The factors are set into context with Maslow's Hierarchy of needs. It is possible to identify statistically important differences in perception of measured parameters among customers of car producer Mercedes-Benz, customers of other producers in automotive segment and salesmen of Mercedes-Benz. In the second part of the work are analyzed the...
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