Analýza spotřebitelského chování na trhu s běžeckou obuví

Abstract

The theme of bachelor thesis is consumer behaviour analysis in the running footwear market. The aim of the study was to analyze consumer behaviour during selection and purchase of running shoes. This thesis is devoted to the theoretical basis of consumer behaviour, characteristics of the sportswear and footwear market, the methodology of data collection and analysis of consumer behaviour. Marketing research was conducted by using a questionnaire survey. The results of this research has brought knowledge about consumer behaviour in the running footwear market such as the importance of selection criteria or owned running shoe brand.