Kupní rozhodovací proces na trhu ručního nářadí

The aim of this thesis is to capture the various stages of consumer purchasing decisions in the market of hand tools in the Czech Republic, in the segment of the so-called hobby users. The partial goal is to create a comparison with the segment of professional users. Specifically, the work is focused on Bosch Power Tools products, for which marketing recommendations are formulated at the end of the thesis. The theoretical part presents the specifics of consumer behavior, purchasing decision-making process, the influence of the brand on consumer behavior and the meaning of market segmentation. In the practical part, both secondary MML-TGI data and primary data are used. In order to obtain primary data, a questionnaire survey was conducted.