Consumer Behaviour

This monograph offers a picture of the shopping behaviour of the Czech population, drawn from the conclusions of a quantitative study that examined the attitudes of people in the Czech Republic aged 12–80 towards physical products, services, social topics, and musical styles. The individual chapters look in detail at the characteristics of the people who are interested in or purchase the given goods, services, and social topics. It describes them using demographic characteristics, noting how they differ from the general population, and thus precisely defines them as target groups. At the same time, it describes them from a behavioural perspective, showing how consumers of individual tangible products and services are interested in the remaining entities. In other words, it tracks the extent to which the target groups of people interested in individual products or social topics overlap or do not overlap. It thus provides a wide range of information whose significance can be both scientific and practical, as it can be used to find answers to many marketing-motivated questions regarding the functioning of the relevant markets.