Analýza spotřebitelského chování na trhu se sportovní obuví

Abstract

The theme of bachelor thesis is Consumer Behaviour Analysis on the Sport Shoes Market. The aim of the study was find out how consumers change their behaviour when buying and using sports shoes across generations, whether sports shoes are worn only for sports purposes and how people today perceive sports shoes for formal occasions. This thesis is divided into several chapters, which elaborate the theoretical basis of consumer behaviour, the characteristics of the sports footwear market, the methodology of data collection and the analysis of consumer behaviour. The research was conducted by the method of a questionnaire survey. The research has brought surprising results such as the most frequently owned brands, the purpose of buying sports shoes or how the consumer perceives sports shoes at social events.