Vliv primárních skupin na proces kupního rozhodování spotřebitele

A consumer’s decision-making process is influenced by a number of factors. Primary groups tend to influence the consumer in larger scales than others. This bachelor’s thesis analyses how consumers and what they purchase is influenced by primary groups. The primary group considered in the practical part of the thesis is specifically based on children and the influence they have on their parents while shopping. The MML-TGI database – a secondary source of data – created a framework for the primary research. The primary research is based on interviews conducted separately with parents and their children on the topic of shopping. According to the research, the degree of influence of children on their parents’ decision making while purchasing goods is constantly increasing. This comes as a result of the expansion of internet platforms and more of an open communication between the child and the parent. Both the categories most succumb to this kind of impact and the children’s motivation to influence their parents were identified. The conclusion consists of recommendations on how to use the influence of children on their parents as an advantage in sales promotion, as well as recommendations on how to protect children from the adverse effect of sales promotion.