Chování zákazníků dýmkařského klubu

Abstract

Two sub-goals were set for this bachelor's thesis. Based on the research evaluation, determine the consumer behavior of bar klaud customers and propose a solution that will make the business more efficient. In the theoretical part, the starting points of consumer behavior were described, starting with basic definitions, through factors and processes for a better understanding of the issue. The practical part began with the characteristics of bar klaud, especially from a marketing point of view. The key chapter is the methodology, where the author compiled a 30-question questionnaire based on the definition of the problem, which was distributed using the CAWI method. In the questionnaire survey, the author focused primarily on the loyalty, attitudes and economy of customers. A total of 152 respondents took part in the research, of which 122 were included in the sample. Subsequently, there was an analysis of the data, which shows not only the consumer behavior of the customers, but also the strengths and weaknesses of the company. The resulting findings were processed in proposals and solutions.