Analýza nákupního chování zákazníků na trhu papírových potřeb

Abstract

The aim of the thesis is to characterize and describe the customer shopping behaviour during the selection and purchase of the paper, and school supplies. The research was focused on the consumer behavior of customers of hypermarket Globus Ostrava. In the introduction of this work are described the general shopping habits and trends. The next section is devoted to the definition of the fundamental theoretical concepts relating to customer shopping behaviour. In the third chapter, is attention focused on the characteristics of the market with paper and school supplies and also on brief description of the hypermarket Globus Ostrava. The practical part of the thesis is devoted to the analysis of the data, which was obtained by the method of personal questionnaire survey. On the basis of the results were formulated proposals and measures which could contribute to an increase in sales for the assortment of paper and school supplies in Globus Ostrava.