Název: Faktory ovlivňující kupní chování spotřebitelů a jejich význam pro podniky
Další názvy: Factors influencing consumers´ buying behavior and their importance for enterprises
Autoři: Novotný, Josef
Duspiva, Pavel
Citace zdrojového dokumentu: E+M. Ekonomie a Management = Economics and Management. 2014, č. 1, s. 152-166.
Datum vydání: 2014
Nakladatel: Technická univerzita v Liberci
Typ dokumentu: article
článek
URI: http://www.ekonomie-management.cz/archiv/vyhledavani/detail/1049-faktory-ovlivnujici-kupni-chovani-spotrebitelu-a-jejich-vyznam-pro-podniky/
http://hdl.handle.net/11025/17541
ISSN: 1212-3609 (Print)
2336-5604 (Online)
Klíčová slova: manažerské rozhodování;zákazníci;kupní chování
Klíčová slova v dalším jazyce: manager’s decision making;consumers;purchasing behavior
Abstrakt v dalším jazyce: The article reports the results of research consumers’ behavior and preferences when buying housing supplements, household equipment and preparation of new processed models which identifies the key factors influencing the purchasing behavior of consumers. Nowadays, the purchasing behavior of consumers is a topical problem on market due to frequent changes in society which have a substantial impact on the purchasing behavior, such as economic conditions, demographic trends, the influence of minorities, globalization or climate changes in the world. Therefore, a questionnaire survey was performed through research of consumers according to segmentation criteria divided into eight segments and that was aimed on selected factors having a topical influence on consumers. Based on the results of the research was drawn a model of identical and nonidentical factors influencing purchase consumers’ behavior and the model cobwebs. Both models forms basis for management decision-making enterprise in business policy. Subsequently, research was performed in enterprises whose business activities are aimed on home furnishings and household equipment. Research observed verification of test hypotheses concerning the marketing activities of enterprises and the possibility of using models. The proposed models allow enterprises more efficient decision-making during product innovation, specialization in business policy and marketing activities. The enterprises that do not consistently pay attention to purchasing behavior of consumers with using of factors that are influencing consumers’ purchasing behavior, they may lose competitiveness, market position and customers.
Práva: © Technická univerzita v Liberci
Vyskytuje se v kolekcích:Číslo 1 (2014)
Číslo 1 (2014)

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