Work detail

The Effect of Socio-Demographic Factors on Consumer Trends in the Czech Republic

Author: Bc. Tereza Čechová
Year: 2021 - summer
Leaders: PhDr. Lenka Šťastná Ph.D.
Work type: Bachelors
Language: English
Pages: 86
Awards and prizes:
Abstract: The thesis examines the potential effects of various socio-demographic determinants on
consumer trends in the Czech market over the years 2009- 2019. We use data from the agency
Median, s.r.o., which has been researching consumer behavior since 1993. This work analyzes
dependent categorical variables that define potential consumer trends and represent answers
of respondents or households. We utilized an ordinal logistic regression for the analysis, which
we subsequently tested by Brant’s test. Statistically significant results from the models are
similar to the results in previous studies. Specifically, during the years 2009–2019, the interest
in recycling increases, people tend to buy organic food more often, and spending on Czech
products decreases slightly (especially in 2018 and 2019), and people tend to spend more
money on vacation. For example, the bachelor thesis shows that women have a greater
tendency to buy organic products and Czech food than men and, at the same time, recycle
more often than men. Furthermore, new variables are examined in regards to observed
trends. Such variables are the number of persons employed in the household and the ABCDE
classification. Overall, the main contributions of this thesis are Czech consumer preferences
and trends over eleven years and detailed consumer cross-comparison according to several
socio-demographic determinants.


Česká Spořitelna


Patria Finance