Analýza spotřebitelského chování obchodního centra
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Manczalová, Petra
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Vysoká škola báňská - Technická univerzita Ostrava
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Abstract
This thesis analyzes the consumer behavior of visitors of the shopping center Forum Nová Karolina. The aim is to create customer segments based on their attitude towards the given center through a hierarchical cluster analysis. One of the objective of this work is to compare the research, what was realized in 2012 in a competitive shopping center Avion Shopping Park. Sample of FNK numbered 155 respondents. It was also analyzed the structure of visitors according to demographic, geographic, psychographic and behavioral characteristics. Based on the results, two typologies of customers, that were described by individual characteristics, were created.
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Import 05/08/2014
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analysis of the customer, cluster analysis, customer's attitudes, consumer behavior, shopping center