Analýza nákupního chování na trhu sportovního oblečení

Abstract

The bachelor’s thesis analyzes consumer purchasing behavior when choosing sportswear. The main objective is to identify the motivations and preferences that lead to a purchase. The thesis is focused on the purpose of the purchase, the importance of individual decision-making factors, the perception of discounts and promotional offers, attitudes towards environmental aspects, the influence of brand, and the frequency of sports activity. The theoretical part provides a basic framework for the topic and describes the market situation, with a focus on the companies Sportisimo and Decathlon. The practical part outlines the research methodology, in which primary data were collected through an online questionnaire survey from 206 respondents. The collected results form the basis for the analysis, which is presented in tables and graphs. Based on these findings, practical recommendations are proposed in the final section.