Vnímání a postoje spotřebitelů k značce BYD na českém trhu elektromobilů

This thesis examined how consumers in the Czech Republic perceived and evaluated BYD, with particular attention to brand awareness and familiarity, evaluative beliefs, country-of-origin-related trust concerns, and experiential touchpoints relevant to purchase consideration in the Czech electric vehicle market. The study was motivated by two main factors. First, BYD is one of the Chinese electric vehicle manufacturers entering European markets. Second, the Czech Republic represents a relevant context because of its strong automotive tradition, the presence of a domestic vehicle manufacturer, and a cautious approach to electric vehicles. Methodologically, the study adopted a quantitative, cross-sectional research design. The analysis was based on data collected through an online survey administered to consumers in the Czech Republic who held a driver’s license recognized in the Czech Republic and were either fully or partially involved in vehicle purchase decision making. The study was primarily descriptive, comparative, and exploratory in nature and did not aim to establish causal relationships. The findings indicate that BYD had already achieved a certain degree of awareness among respondents in the Czech Republic; however, compared with the most established benchmark brands, it remained less recognized and less familiar. A positive association was found between familiarity with BYD and both overall attitude toward the brand and purchase intention. By contrast, no statistically significant association was found between country-of-origin-related trust sensitivity and either of these variables. Respondents also reported higher stated willingness to consider BYD under hypothetical experiential conditions, such as showroom visits and test drives, than under online-only exposure. Overall, the thesis suggests that, within the surveyed sample, BYD’s position in the Czech market was not shaped by visibility alone. Rather, broader acceptance of the brand was associated with greater familiarity and more favorable stated evaluations under selected experiential conditions. These findings should be interpreted as indicative of patterns within the collected sample rather than as statistically generalizable conclusions for the entire Czech population.