Spotřební chování členů subkultury tuningu

In this thesis we will focus on consumer behaviour in the tuning subculture. The thesis aims to give a closer look at this specific car culture. Since nowadays this lifestyle is not so masculine anymore, both gender and generational differences are compared. The aim was to look at the spending habits of the respondents, to find out where they look for information, what type of tuning is most sought after or what factors have the biggest impact on their overall satisfaction with their modified car. The findings from this research should serve the automotive industry to better understand their target customer and tailor a product and marketing campaign to them. Quantitative research in the form of a questionnaire survey was chosen to accomplish the stated objectives of the thesis. An important finding was that even younger generations, despite concerns from various sources, do not stop modifying their cars and look at car tuning from a different perspective due to new technologies. At the same time, thanks to this younger generation Z, masculinity is also being broken down and women are getting more into the car culture.