Vliv primárních skupin na průběh kupního rozhodovacího procesu a jeho využití v reklamě

This Bachelor’s Thesis analyses the influence of primary groups, especially family and friends, on the process of the purchase decision-making. The main topic is to examine the affectability of individuals, divided to groups by their gender, age and type of personality, at different stages of shopping behavior, especially while buying food, alcoholic beverages, clothing and mobile phones. Primary data obtained by quantitative querying, supplemented by secondary data gained from the MML – TGI database were used to derive the results. According to research, consumers are influenced by primary groups when buying food and alcoholic beverages. On the other hand, when they are buying clothes and mobile phones, the degree of influence is low. The second point of view of the problem was the analysis of three selected advertisements, especially their description and determination of pros and cons using data gained from group interview. Finally, a marketing recommendation for the creation of advertisement with the involvement of primary groups was made. That should focus on food or alcohol and engage the viewer by offering emotions and feeling of identification with characters.