Typologie zákazníků internetových obchodů se sportovním oblečením

Abstract

The aim of this thesis was to determine and analysis behavior of consumers in sportswear industry and to assemble typology of customers. Quantitative data collection was chosen for this project in order to find out locations that serves respondents most frequently to buy the sportswear. Other elements indicate how often they shop, what brands, methods of payment they use, what are their experiences with online shopping and what factors affects the decision making in buying the product. According to the research findings customer typology of online shops was designed.