Consumer behavior - comparison between the U.S. and Czech markets

Hlavny ucel tejto Diplomovej prace je poukazat prehlad o ceskom spotrebitelskom spravani a o americkom spotrebitelskom spravani zalozeneho na marketingovych parametrov, ekonomickych prvkoch a socialnych dimenziach ktore ovplyvnuju ich vyber nakupu. Tato praca poukazuje rozdielne volby nakupu a preferencie modernych spolocnosti v USA a Ceskej republike a zdovodnenia ktore dovoluju buducim investorom a podnikatelom pochopit ich okolnosti biznisu a urobit kvalifikovane rozhodnutia specifickych objektov oboch krajin.The main purpose of this Diploma Thesis is to provide an overview of the Czech Consumer behavior and the American Consumer behavior based on the marketing parameters, economic elements and sociocultural dimensions that affect their purchase decisions. This thesis portraits the different purchase directions and preferences of the modern societies in USA and Czech Republic and the reasoning behind them therefore it will allow future investors and entrepreneurs to understand their business surroundings and make informed decisions towards specific objectives and targets in the both countries