Změny ve spotřebě a spotřebním chování v ČLR v 21. století

In this diploma thesis I deal with an identification of changes in the consumption and consumer behaviour in The People's Republic of China during the 21st century. I have achieved this goal by analysing of factors that lead to those changes and consequently by linking those effects with the Chinese consumer market. Factors of changes were used as a basis for the classification of changes in the amount and the structure of the Chinese consumption and for describing the different patterns in consumer behaviour also.The minor aim of the paper was an identification of specifics for Chinese millenial generation which was achieved by describing the key attributes of this group and consequently by their application on the consumer behaviour.