Typologie zákazníků na trhu se značkovou sportovní obuví

Abstract

The diploma thesis was focused on a reasearch of consumers' behaviour on a sport's footwear market. The main aim was to create a typology of consumers which reflects attitudes and preferences of footwear market customers. The thesis was composed of two fundamental parts. The first part dealt with theoretical resources of consumers' behaviour and characteristic of sport's footwear market. The practical part consisted of a marketing reasearch which was based on an online survey. The data was subsequently analyzed. The typology of consumers was created with the use of a factor and a cluster analysis and included four segments of consumers (a curious sportsman, a trendy sportsman, an online sportsman, an occasional sportsman).