Emoce a jejich vliv na kupní rozhodování spotřebitele

The study of consumer emotions can contribute to interpret complex aspects of consumer behavior. This Master Thesis is focused on the study of emotions in terms of their influence on consumer behavior. The aim of this thesis is to determine what influence emotions have on consumers' purchasing decisions towards non-durable goods and whether there is a difference between negative and positive emotions in terms of their effects on the purchasing decision-making process. Specifically, the work is focused on university students and recent graduates. The theoretical part summarizes the theoretical background and introduces the specifics of the use of emotions in marketing communication, the impact of emotions on consumers, consumer behavior and purchasing decision-making process. In the practical part, both primary data and secondary MML-TGI data are used. In order to obtain primary data, qualitative research was conducted in the form of focus group interviews. From the research results, marketing recommendations were derived.