Purchase behavior of a consumer in the perspective of social studies

This theoretical - empirical diploma paper tries to describe what social factors influence a consumer and a customer. Thus it targets a way of an influence of a family, social groups, social classes on consumer and purchase behaviour whereas it places emphasis on usage of theoretical knowledge in practice. Practical part follows after every subject chapter that attempts to tie together with previous theoretical chapter and undertakes to confirm or disconfirm its content. The author uses data from Czech representative research quantitative study Brandpower 2007 with a view of a secondary analysis and she mainly investigates relations between variables. For the analysis are used attitude statements, frequency of product usage, product ownership, different lifestyle activities and also very important sociodemographic respondent characteristics