Vliv vstupních informací na zákazníkem vnímanou hodnotu produktu (Customer perceived value)

The diploma thesis deals with the issue of the influence of input information on the consumer's decision-making process. Its goal is to clarify the effect input information resulting from the theory of the marketing mix has on the customer's perceived value of the product. The subject of the research is a product of long-term consumption and a higher price level - an ultralight aircraft of the brand TL-ULTRALIGHT, s.r.o. The literature review presents topics dealing with the influence of input information on consumer behaviour, customer perceived value (CPV), it also defines the concepts of cultural models and introduces the researched product and the industry it belongs to. As part of the empirical part of the work, data obtained from a questionnaire survey are processed. The purpose is to define the profile of the target consumer and find out what information has a major influence on the perceived product value. The practical part of the work first considers the entire research sample regardless of cultural influence. The second part evaluates the influence of input information on CPV, which reflects differences between cultures. To investigate the influence of cultural differences on the perception of the importance of individual areas influencing the purchase of an ultralight aircraft, a geographical point of view was considered for the sake of representativeness of the sample. Analysis of variance (ANOVA) was used to test differences between individual segments. As part of the analysis of variance, the Tukey test was also performed, which identifies the specific significance of the differences in mean values between two of the six groups. Finally, a factor analysis was performed, on the basis of which summary indexes (scales) were defined and constructed within the individual tools of the marketing mix.