Analýza spotřebitelského chování na trhu s florbalovými holemi

Abstract

This bachelor thesis deals with the analysis of consumer behaviour in the market of floorball sticks in the Czech Republic. The thesis presents the theoretical background regarding consumer behaviour, including various models and factors influencing consumer decision-making processes and others. Furthermore, the thesis includes a characterization of the floorball sticks market, including the history of floorball, an introduction to the market size and the main manufacturers. Based on a questionnaire survey, an analysis was conducted to reveal the key factors influencing purchasing decisions. The conclusions of the paper offer practical suggestions and recommendations, both for the players themselves and for floorball equipment manufacturers.