Nákupní signály zákazníků na trhu módy

Abstract

The fashion market is very advanced and competitive in these days. There are many companies with little differences between them. That is why it is hard to success. For this reason, many companies are trying to find effective way how to attract and keep customers. According to the scientific studies there are two ways how to success - active listening and building a strong relationship. The objective of this thesis is to explore buying signals that are sent by customers during shopping. This should help retailers to detect which customer really want to buy something. Another objective is to determine how big is the likelihood of purchase in case of showing any signals. Observation method has been used to detect buying signals. The Chi-square test of independent was used to determine a significant relationship between buying signals, gender and age. Correlation coefficient was used to prove a relationship between buying signals and purchase. Author of this thesis has used logistic regression to determine likelihood of purchase affected by buying signals. It was proved that customers really show the buying signals which increase the likelihood of purchase.