Prodej automobilů značky Citroen na českém trhu

Automobile sales include various factors that influence the sales process and consumer buying behavior. These factors differ significantly depending on whether the vehicle is purchased by an individual or a legal person. This bachelor thesis focuses on the sale of Citroën cars to individuals in the Czech market. The aim is to suggest ways to improve the sales performance of the Citroën brand in the Czech Republic. The thesis is divided into a theoretical and a research part. The theoretical part is based on a search of the available literature and focuses on car sales to individuals. This part contains a description of the specifics of car sales, the share of sales between individuals and legal persons, information on marketing and differences in sales of different types of goods, and statistical data on the market. For the self-research part of the paper, a questionnaire survey method was used to collect primary quantitative data. The research focused on the purchasing behavior of Czech individuals when buying a car from Citroën and was made in cooperation with CITROËN ČESKÁ REPUBLIKA s. r. o. The thesis has three research questions, namely regarding changes in Citroën sales volumes on the Czech market over the last few years, current factors influencing individual purchasing decisions of Czech consumers when considering buying a Citroën car, and the perception of the Citroën brand by Czech customers.