Analýza nákupního chování spotřebitele na trhu kontaktních čoček

This thesis is focused on the purchase behaviour of the consumers at the contact lenses market. The work consists of two main parts: a theoretical and practical. The first part deals with general theoretical knowledge of the purchasig behaviour of consumers, especially with it's evolution and phases of the purchase decision process. Furthermore it also focuses on marketing research and it's various phases. The practical part is charting the contact lenses market by using the basic data and it's specifics. Then there are the secondary data describing the findings of the researches that have been already held and further primary research where I used the questionnaire survey among the contact lenses wearers and in-depth interviews with contact lenses experts. A kind of summary of findings are practical recommendations to the Vision Care division of Johnson & Johnson Ltd.