Analýza spotřebitelského chování na trhu sdílených kol

Abstract

The theme of bachelor thesis is consumer behaviour analysis on the bike sharing market. The aim of the thesis was to identify attitudes and behaviour of bike sharing users in the city of Ostrava, the main reasons for using the service and factors affecting the preference of company. In addition, attitudes and opinions of nonusers were identified too. This thesis describes theoretical basis of consumer behavior, characteristics of the bike sharing market and marketing research which was used to get the data necessary for analysis. Based on the analysis results, suggestions and recommendations were made.