Návrh typologie zákazníků na trhu limitovaných edicí tenisek

Abstract

This diploma thesis deals with the design of a typology of customers on the limited edition sneaker market. At the beginning, the thesis focuses on characterizing the limited edition sneaker market. The next part of the thesis is devoted to the theoretical basis for the creation of customer typology and consumer behavior. The diploma thesis further describes the methodology of data collection, gathering and processing. In the practical part, the collected data are then processed and evaluated. At the end of the thesis, two different types of customers on the limited edition sneaker market are designed and described.