FAKTORY OVLIVŇUJÍCÍ KUPNÍ CHOVÁNÍ SPOTŘEBITELŮ A JEJICH VÝZNAM PRO PODNIKY

The article reports the results of research consumers’ behavior and preferences when buying
housing supplements, household equipment and preparation of new processed models which
identifies the key factors influencing the purchasing behavior of consumers. Nowadays, the
purchasing behavior of consumers is a topical problem on market due to frequent changes in
society which have a substantial impact on the purchasing behavior, such as economic conditions,
demographic trends, the influence of minorities, globalization or climate changes in the world.
Therefore, a questionnaire survey was performed through research of consumers according to
segmentation criteria divided into eight segments and that was aimed on selected factors having
a topical influence on consumers. Based on the results of the research was drawn a model of
identical and nonidentical factors influencing purchase consumers’ behavior and the model
cobwebs. Both models forms basis for management decision-making enterprise in business policy.
Subsequently, research was performed in enterprises whose business activities are aimed on
home furnishings and household equipment. Research observed verification of test hypotheses
concerning the marketing activities of enterprises and the possibility of using models. The
proposed models allow enterprises more efficient decision-making during product innovation,
specialization in business policy and marketing activities. The enterprises that do not consistently
pay attention to purchasing behavior of consumers with using of factors that are influencing
consumers’ purchasing behavior, they may lose competitiveness, market position and customers.

The article reports the results of research consumers’ behavior and preferences when buying housing supplements, household equipment and preparation of new processed models which identifies the key factors influencing the purchasing behavior of consumers. Nowadays, the purchasing behavior of consumers is a topical problem on market due to frequent changes in society which have a substantial impact on the purchasing behavior, such as economic conditions, demographic trends, the influence of minorities, globalization or climate changes in the world.Therefore, a questionnaire survey was performed through research of consumers according to segmentation criteria divided into eight segments and that was aimed on selected factors having a topical influence on consumers. Based on the results of the research was drawn a model of identical and nonidentical factors influencing purchase consumers’ behavior and the model cobwebs. Both models forms basis for management decision-making enterprise in business policy. Subsequently, research was performed in enterprises whose business activities are aimed of home furnishings and household equipment. Research observed verification of test hypotheses concerning the marketing activities of enterprises and the possibility of using models. The proposed models allow enterprises more efficient decision-making during product innovation, specialization in business policy and marketing activities. The enterprises that do not consistently pay attention to purchasing behavior of consumers with using of factors that are influencing consumers’ purchasing behavior, they may lose competitiveness, market position and customers.