Analýza spotřebitelského chování na trhu extraligy ledního hokeje

Abstract

Ice hockey is called the national sport in the Czech Republic. There are certainly many reasons, why this is so, but one of them is undoubtedly the success and the ability to win, which Czech ice hockey players have shown in the past decades. Almost every national team success has always been accompanied by players from extraliga or, in the past, first-league hockey clubs. These clubs have probably the largest fan club in the Czech Republic as they offer the opportunity not only to see the best hockey players in the Czech Republic, but also to watch these matches free of charge and remotely via media. There can be many reasons why consumers attend a particular match, or prefer a particular club. For example, it may be the time of the match, the distance of the stadium, or the presence of a famous player in the club. Thus, the aim of this bachelor thesis is to analyse consumer behaviour in the ice hockey extraliga market. Furthermore, to find out whether fans remain loyal to the extraliga ice hockey clubs regardless of the results; whether they attend other sports matches, or if their behaviour is influenced by, for instance, the arrival of famous players.