Analýza spotřebitelského chování zákazníků cukrárny

Abstract

The bachelor thesis deals with consumer behaviour analysis of cake shop customers. The aim was to find out how consumers eat, what factors influence their purchase and what is consumer awareness of the Ollies company. The work is divided into a theoretical part, which includes the definition of basic concepts and consumer behavior, and the practical part, which is focused on the analysis of data that were obtained using an online questionnaire survey. Moreover, the results were used to formulate proposals and recommendations for the company operating in the confectionery market.