Analýza on-line nákupního chování na trhu potravinových doplňků pro sportovce

Abstract

The topic of the diploma thesis is the analysis of online shopping behavior on the market of food supplements for sportsmen. In the theoretical part, the basics of buying behavior are described, as well as the on-line market and the market for food supplements for athletes. Research is done through a questionnaire survey, specifically CAWI. The analysis includes segmentation of customers and the examination of buying behavior according to the stages of the purchasing process. Suggestions and recommendations are provided by Legatio, s.r.o., which represents the Hi Tec Nutrition brand and its own e-shop HiTec-Nutrition.cz