Analýza spotřebitelského chování v hypermarketu

Abstract

The aim of this thesis was to analyse consumer behaviour of the Globus retail chain’s customers, specifically at the Globus Olomouc hypermarket. This work was divided into six parts. The first chapter is an introduction. In the second part there is a close characteristic of private market in the Czech Republic. This part contains the characteristic of company Globus ČR, k. s. as well as the description of an average customer of Globus hypermarket. The third chapter is focused on the theory of consumer behaviour in common. The following fourth part describes data collection metodology used for the marketing research. Primary data were obtained through the personal collection of copies of accounting documents at the cash desks of Globus hypermarkets within six months. In the fifth part there are results of the marketing research, which was based on the primary information. The results of the research were expressed by tables and charts using Excel 2007 and SPSS 16. The last part of the thesis is the conclusion.