Analýza spotřebitelského chování na online trhu s dětským oblečením

Abstract

The bachelor's thesis focuses on analyzing consumer behavior in the online market for children's clothing. The theoretical part describes consumer behavior, influences and models of consumer behavior, and the decision-making process of purchasing. The thesis also characterizes the market for children's clothing, the marketing microenvironment and macroenvironment in the market for children's clothing, and e-commerce in the Czech Republic. In the practical part, the results of quantitative research conducted through a questionnaire survey are interpreted. The conclusion presents proposals and recommendations that could help online stores selling children's clothing better understand consumer preferences and attitudes.