Mediální chování spotřebitelů v rámci produktové kategorie klimatizací a tepelných čerpadel

This master’s thesis explores the media behaviour of consumers within the product category of air conditioners and heat pumps. It examines how households use different media channels, which information sources they regard as credible and how these factors influence their decision-making processes. The theoretical framework is based on the Engel-Kollat-Blackwell model, the Uses and Gratifications theory and the VALS psychographic segmentation. The empirical part draws on a quantitative questionnaire survey conducted among residents of the Poděbrady region and the eastern part of Prague, using a quota sampling approach. The findings show clear differences in media preferences across age, income and educational groups. Younger households tend to rely on digital media, while older consumers prefer traditional channels. The credibility of information, including expert sources and user reviews, represents a decisive factor in the choice of specific technological solutions. The results offer guidance for designing more effective marketing communication strategies in the air conditioning and heat pump sector.