Market development and consumer behavior in the field of cars with an alternative drive

This diploma thesis deals with development of the electric car market and consumer behavior in the field of cars with an alternative drive from a selected brand. Its goal is to evaluate the setting of BMW's market targeting in the field of electromobility, which is achieved mainly by determining the characteristics of the specifics of marketing in the field of electromobility and the definition of the customer in the electric car market, including the definition of the potential customer of the BMW model series "i" and its potential to purchase. The diploma thesis is divided into two parts. In the theoretical part, an analysis of the history of electromobility and an examination of the current situation and findings on the electric car market from the point of view of marketing are carried out with the help of professional sources and professional literature. The practical part applies the above to the BMW brand. First, it analyzes the results of sales of electric cars in recent years and then focuses on researching the data of participants in test drives with BMW electric cars. This is followed by a discussion with a summary of the research results, verification of the impact of the marketing campaign and customer targeting. In the conclusion section, the fulfillment of the goals and a proposal for a possible further direction of investigation are evaluated. Based on the research conducted in the theoretical and practical parts, it was possible to obtain a comprehensive overview of the development of the electric car market, consumer behavior on this market and define the ideal client for targeting marketing campaigns.