Faktory ovlivňující chování spotřebitele při nákupu fitness produktů

Abstract

This bachelor thesis focuses on the identification of factors influencing consumer behaviour when purchasing fitness products and provides suggestions and recommendations for companies operating in this market. The goal of this thesis is to identify the factors that influence consumer buying behaviour for fitness products. A quantitative methodology in the form of a questionnaire survey was used in this work. Respondents were asked about their preferences in fitness products, purchasing behaviour, demographic characteristics and perceptions of advertising. Data from the questionnaire survey was analysed using statistical methods and evaluated to identify key trends and factors influencing consumer behaviour. Results show that exercise effectiveness, convenience, and product durability are the main factors in fitness product selection. Fitness product advertisements have a significant influence on consumer decision making, and online advertising is the preferred form of promotion. Brand loyalty is strong among respondents, with consumers choosing brands primarily for affordability, quality and reliability.