Efektivita komunikačního mixu trhu s byty

This thesis focuses on the topic of the effectiveness of the communication mix in the real estate market in Prague, as well as the most commonly used communication techniques by the company XY. The aim of the thesis is to analyze the tools used by companies operating on the housing market, how they reach potential customers and how these activities influence decision-making process when purchasing a property. The thesis uses a qualitative method of research – focus group interviews. Based on the analysis, key aspects of the communication mix are identified. Additionally, the thesis identifies customer preferences towards different communication channels and key factors influencing their decision-making process.