Analýza spotřebitelského chování na online trhu s dětským oblečením

Abstract

This bachelor thesis focuses on the analysis of consumer behaviour during the online purchase of children's clothing. It aims to examine the demographic characteristics of shoppers, their behaviour, attitudes and preferences, as well as exploring the factors that influence consumers when buying children's clothing. The theoretical parts of the thesis focus on the general characteristics of consumer behaviour and the characteristics of the online children's clothing market. The practical part of the thesis was conducted using a questionnaire survey that involved 165 respondents. The research revealed what factors are decisive for buying children's clothing on the internet, what kind of clothing the respondents buy, in which stores and how often. The thesis also includes proposals and recommendations that shop owners can use to increase the efficiency of their business operations.