Identifikace faktorů ovlivňujících nákupní chování zákazníků prodejny pro bojové sporty

Abstract

The subject of this thesis is the identification of factors influencing the purchasing behaviour of customers of Ippon, a shop specialising in martial arts equipment. The theoretical part defines the concepts of buying and consumer behaviour, models of consumer behaviour and factors that influence them. It also characterizes Ippon and analyzes the martial arts market in the Czech Republic. The practical part describes the research methodology and analyses the results of a quantitative survey conducted through written and electronic questioning on a sample of 210 respondents. The research was designed not only to identify factors influencing the purchasing behaviour of Ippon store customers, but also to reveal differences in preferences and motivations depending on the level achieved in martial arts. Based on the results, suggestions and recommendations were formulated that could lead to a better understanding of customer buying behaviour and more effective sales strategy.