Typologie spotřebitelů na trhu zimních bund

Abstract

In the thesis, consumer behavior was described from a theoretical point of view, especially the Consumer Behavior Model. Furthermore, the market of winter jackets was characterized using the analysis of the macro environment and the description of selected sellers and manufacturers. Another of the chapters, "Methodology of data collection" was divided into two parts, namely the preparatory and implementation phases. Quantitative research was chosen, specifically the CAWI method. In the next chapter, based on the research results, an analysis of consumer behavior on the winter jacket market was carried out. The aim of this thesis was to propose a typology of consumers on the winter jackets market and to characterize these newly formed groups of consumers, among other things, from the point of view of key factors of consumer behavior - this goal was fulfilled in the chapter Proposal of a typology of consumers. At the end of the thesis, the most important results were summarized.