Kupní rozhodovací proces zákazníků kupující prémiové vozidlo

This diploma thesis describes the purchase decision process of customers purchasing a premium vehicle with financing. Sources from professional literature are processed in the theoretical part. This section discusses the nature of consumption behavior and the factors that influence it. The section on purchasing behavior follows, in which the entire purchase decision-making process focusing on the premium segment of cars is analyzed in detail. The next part deals with the methodology of the diploma thesis, which defines how the research will be carried out with the help of a questionnaire survey. The knowledge gained from the theoretical part is then applied in the practical part of the work. The automotive industry as a whole is defined here, current trends affecting not only the Czech market but also on a global scale are described here. Furthermore, there is a section devoted to financing on the Czech market and an analysis of a questionnaire survey is carried out, which will help me better formulate the conclusions of the work and correctly define the purchase decision-making process for customers buying a premium vehicle with financing. At the end, recommendations are made for the sales and marketing component of a leasing company operating on the Czech market.