Trh osobních automobilů v ČR z pohledu generací

This thesis analyses generational differences in purchasing behaviour in the passenger car market in the Czech Republic, with a focus on the strategic positioning of Škoda Auto a.s. The main objective of the thesis is to identify key differences in the values, needs and expectations of four generations (Baby Boomers, Generations X, Y and Z) and, based on these findings, to formulate strategic recommendations for Škoda Auto to effectively engage the emerging Generation Z. The research was conducted using a mixed-methods design combining a qualitative online community (n = 30) and a quantitative questionnaire survey (n = 1039). The results show that, despite differing digital and information habits, Generation Z shares with older generations a pragmatic approach to the final purchase, in which purchase price, reliability, and operating costs dominate. The conclusion of the thesis translates these findings into specific strategic recommendations across product, communication, customer journey and financing.