Analýza chování zákazníků na trhu maloobchodních řetězců

Abstract

The thesis deals with the analysis of customer behaviour on the retail chains market. The theoretical part defines the general findings concerning customer behaviour, presents the main factors influencing purchasing and consumption behaviour. The practical part is based on the questionnaire investigation, results of which reveal customers' attitudes and behaviour in relation to retail chains, and reflects differences in purchasing behaviour of variol population groups according to segmentation criteria, together with using factor analysis, the several typological groups of customers are defined. The final part highlights the most important findings of research and proposes recommendations for future marketing activities of retail companies.