Analýza zákaznických preferencí při výběru nové herní konzole

The aim of this bachelor's thesis is to find out what factors are important for the Czech customer when choosing a new game console of the ninth generation. The partial goal is to conduct a survey of owners and those interested in ninth generation gaming consoles at the time of their market shortage and to find out what effect this market shortage has on customers. The theoretical part of the bachelor thesis characterizes the game market, its aspects and historical context, then describes game consoles as a game platform and introduces ninth generation game consoles. In the practical part, research is conducted in the form of a questionnaire. Research has revealed that the most important factors in general include: console performance, exclusive game title offer, game backward compatibility, nice game graphics, 4K and 8K resolution, gamepad design and experience with the brand. At the same time, key value differences between customers of competing manufacturers of game consoles - Sony and Microsoft - were determined. A survey of purchasing decisions was successfully carried out during the shortage of game consoles on the Czech market.