Typologie zákazníků na trhu diskontních prodejen

Abstract

This thesis focuses on the creation of a customer typology in the discount retail market. The main goal was to propose a typology of customers on this market and to characterize individual customer groups according to their consumer behaviour. The research was conducted by an online questionnaire survey. Using factor and cluster analysis, four clusters of customers were identified in the discount retail market. The results can help representatives of discount retailers understand the behavior of different customer types and may also be beneficial in adjusting the marketing mix, particularly marketing communication strategies.