Analýza spotřebitelského chování na trhu sportovního oblečení

Abstract

The main objective of this bachelor thesis was to analyze consumer behavior in the sportswear market. The study focuses on examining the factors influencing consumers' purchasing decisions and mapping their preferences when selecting sportswear. The theoretical part is dedicated to defining and discussing the determinants of consumer behavior, marketing tools, and the specifics of the sportswear market, including the growing trend of athleisure. The practical part is based on quantitative research conducted through an online questionnaire. The data collected show that the main criteria when selecting sportswear include comfort, material quality, functionality, and price. Discounts, customer reviews, and brand influence also play a significant role. Additionally, younger generations are more influenced by visual presentation on social media. The research results provide valuable insights for manufacturers and retailers in the sports fashion industry and serve as the basis for the recommendations presented in the final section of the thesis.