Typologie zákazníků na trhu psích granulí

Abstract

The main focus of the thesis is the creation of a typology of customers in the dog dry food market. Objectives m was to obtain evidence and to form suggestions and recommendations suitable for customers in the dog kibble market, but especially for manufacturers and sellers of dog food. The resulting clusters can help in shaping the strategies of manufacturers and sellers and can thus be an important basis or inspiration for their work. In the theoretical part, the theoretical background of consumer behaviour and market characteristics were examined. Subsequently, a data collection methodology was constructed and an analysis of consumer behaviour was carried out. With the help of cluster analysis, 5 clusters were formed and finally suggestions and recommendations were made to the actual manufacturers and sellers in the dog dry food market.