Typologie zákazníků na trhu s běžeckou obuví

Abstract

This Diploma thesis is focused on creating a typology of consumers in the running shoes market. The research was carried out using the CAWI method, which is the form of online surveys. Factor and cluster analysis were used for the typology design. The research revealed data on runners, data on owned footwear and data on purchasing behavior. However, the main result of the work is the design of three consumer typologies that are characteristic for the running shoes market. The research results can be used by running shoe manufacturers to better understand their customers and improve their marketing communications.