Analýza spotřebitelského chování při výběru nákupního centra v Ostravě

Abstract

The aim of this thesis was to analyse consumer decisions when choosing a shopping centre in Ostrava and to find potential segments of customers who visit selected shopping centres in Ostrava. The entire research was limited to three pre-selected shopping centres, which were: AVION Shopping Park, Forum Nova Karolina and FUTURUM. The whole work includes two parts. The first part is theoretical, which includes concept of consumer, consumer behaviour, models of consumer behaviour, factors affecting consumer behaviour, and finally segmentation and marketing communication. The theoretical part also contains chapters which describes selected department stores or methods used for collecting data and subsequent processing of the collected data. The second part of this thesis is practical, and it covers data analysis which were obtained through an online questionnaire survey. From the output of the analysis are total of four customer segments subsequently proposed, which were appropriately conceived.