Typologie zákazníků na trhu s medovými produkty

Abstract

The aim of the thesis was creating customer typology on the honey products market and the analysis of their purchase and consumer behaviour. The method of electronic questioning was choosen to collect data. Factor analysis was used for reducing number of variables. After that cluster analysis was applied that created customer typology on this market. Four groups of customers were found. These were volatile customers, accessible customers, conventional cutomers, and non-customer.