Vývoj obchodních technik a jejich vnímání zákazníky v digitálním prostředí

This bachelor's thesis analyzes the evolution of sales techniques and empirically evaluates their perception by customers in terms of credibility and acceptability in the digital environment. The theoretical part maps the transition from traditional sales models to automated processes and highlights the risks associated with the so-called personalization paradox. The practical part utilizes a quantitative research strategy in the form of a questionnaire survey on a sample of 116 respondents active in the Czech B2C market. The obtained data were evaluated using methods of descriptive statistics and group comparison, specifically through analysis of variance (ANOVA) and Welch's t-test. The research results show that despite advancing digitalization, traditional personal selling remains the most credible and acceptable technique, while automated tools face reluctance and strong privacy concerns. Furthermore, the perception of these techniques differs significantly according to demographic factors, with age being the key determinant. The thesis concludes with specific recommendations for business practice, which include increasing transparency in data collection and generational diversification of marketing strategies.