Analýza spotřebitelského chování na trhu se sportovní výživou

Abstract

This bachelor's thesis deals with market segmentation in the sports nutrition market. The aim of the thesis is to identify key consumer segments, analyze their purchasing behavior and propose recommendations for effective marketing strategies. The theoretical part focuses on the specifics of the sports nutrition market. The practical part analyzes the market based on quantitative research, which was carried out through a questionnaire survey. The results show that the sports nutrition market is divided into several significant segments. The thesis brings specific recommendations for addressing individual target groups with the aim of increasing the effectiveness of marketing communication and strengthening the position of brands in the market.