Analýza struktury nákupů zákazníků hypermarketu

Abstract

The aim of this master thesis was to analyse, using written queries and analyse of bill, how is purchase structure of customers in hypermarkets. The first part of the marketing research focused on the structure of the cash purchase, the average shopping cart or basket by the average demographic variables. The second part of the research analyzed how many branded and private products bought by customers in various assortment groups. In conclusion, the analysis was made using cluster analysis typology of shoppers by common characteristics that these groups showed.