Typologie zákazníků obchodních center

Abstract

The aim of this thesis was to analyse consumer behaviour and to define a suitable typology of customers of shopping centres in Ostrava using data obtained from a questionnaire survey, and to describe the individual customer segments. In the theoretical part, the basic theoretical background of consumer behaviour was presented and four selected shopping centres were characterised. Subsequently, the methodology of data collection was described and an analysis of consumer behaviour was carried out, based on which three main groups of customers were identified using cluster analysis. For each cluster, appropriate suggestions and recommendations for the marketing strategies of the shopping centres were developed.