Spotřebitelské chování: aplikace na vybranou produktovou kategorii

The master’s thesis examines consumer behaviour in the category of laundry detergents in the Czech market, focusing on price sensitivity, promotional incentives, private labels and their relationship with brand choice and declared consumer loyalty. The first part of the thesis presents and discusses the theoretical background of consumer behaviour, the microeconomic perspective on the consumer, the consumer decision-making process, loyalty, private labels and promotional strategies in the FMCG environment. The second part builds on the theoretical framework through primary quantitative research, aiming to clarify how selected factors are related to purchasing behaviour and consumer loyalty in the examined category. The empirical part describes respondents’ purchasing habits, the operationalisation of the examined variables and their mutual relationships, which are evaluated using statistical analyses. The contribution of the thesis lies in the application of theoretical knowledge on consumer decision-making, price sensitivity, promotions, private labels and loyalty to a specific near-food FMCG category.