Typologie zákazníků společnosti prodávající sportovní zboží

Abstract

The aim of the diploma thesis is to analyze shopping behavior in the sporting goods market and create a proposal for a typology of Decathlon's customers. The work is based on the results of a primary survey, which was attended by 220 respondents. The research determined the intensity and frequency of purchasing sporting goods, the motives for purchasing sporting goods, the most important factors that are important for respondents when choosing a place of purchase, the experience of purchasing at Decathlon, as well as the attitudes of customers towards Decathlon. Then, a typology of Decathlon's customers was designed using factor and cluster analysis.