Spotřební chování na trhu literatury

The thesis explores how Generation Z approaches buying books and what influences their choice between the primary and secondary markets. The primary objective is to analyze the consumer behavior of Generation Z in the Czech Republic and to identify the key motivations that directly shape their decision-making process. The thesis is divided into a theoretical and a practical part. The theoretical part focuses on the characteristics of Generation Z, the fundamentals of consumer behavior, and the specifics of the book market. The practical part is based on a combination of three research phases: secondary data analysis, expert interviews with representatives of the companies Luxor and Knihobot, and a quantitative questionnaire survey. The research provides a comprehensive view of consumer decision-making, their motivations, and purchase barriers. Furthermore, the thesis includes marketing recommendations for publishers and retailers operating in both the primary and secondary markets.