Finanční gramotnost, sebevědomí spotřebitelů a popularita finančních produktů v Evropské unii

The bachelor thesis focuses on financial literacy, consumer self-esteem and the popularity of financial products. The opening chapter describes the main theoretical principles in the area of consumer behaviour and the methodology of measuring financial literacy in connection with the results of already conducted measurements. The second part of the thesis describes the main groups of financial products from the perspective of their function and historical development. The final chapter is focused on the empirical evaluation of the output of the Flash Eurobarometer 525 survey through the use of regression models. The linear regression model estimated by the ordinary least squares method with robust standard errors showed a statistically significant relationship between respondents' overestimation of their own financial knowledge and their level of financial literacy, income level, education and age. The popularity of financial products was examined using logistic regression models. In most cases, significant associations were identified between ownership of specific types of products and the respondents' level of financial literacy, income level, education, age and the country of citizenship. The conclusions point out a significant role of an individual's environment and characteristics on market decision making.