Analýza nákupního chování na trhu s lezeckou obuví

Abstract

This bachelor's thesis focuses on the analysis of purchasing behavior in the climbing shoe market. The main objective of the thesis is to understand the purchasing process of climbers and to identify the key factors that influence their decision-making when selecting climbing shoes. The thesis further examines the extent to which the preferred climbing discipline influences the frequency of shoe replacement, which information sources are the most important for consumers prior to purchase, and the level of customer loyalty to specific brands. The bachelor's thesis consists of a theoretical and a practical part. The theoretical part defines the concepts related to purchasing behavior, factors influencing the consumer, and their decision-making process. It also includes the characteristics of climbing shoes, alongside an introduction of the main manufacturers and retailers. The practical part is dedicated to the research, which was conducted using a quantitative method through an online questionnaire survey involving 218 respondents who own climbing shoes. The obtained data were processed in Microsoft Excel and subsequently analyzed using IBM SPSS Statistics software. The research results indicate that the functional properties of the footwear, particularly comfort, grip, and price, are an absolute priority for consumers. The research further demonstrated that experienced climbers rely exclusively on their own experience when purchasing a new model. Conversely, the analysis did not confirm a correlation between the preferred climbing discipline and the frequency of shoe replacement. The findings also confirm a high willingness among customers to switch shoe brands if a competing model offers better performance or a better-fitting shape. Based on these findings, specific proposals and recommendations for manufacturers and retailers are formulated in the conclusion.