Typologie zákazníků na trhu se sportovním oblečením

Abstract

The topic of the bachelor thesis is the typology of customers in the sportswear market. The analysis is based on a survey and the interpretation of the collected data. The first part details the theoretical foundation of consumer behaviour. Important factors influencing consumer behaviour and types of purchase situations are presented. On the basis of this criteria, a general classification of consumers is established. In the second part, the sportswear market is characterized and the key sellers are described. The following section features a description of the survey and the tools used when processing the collected data. The aim of the bachelor thesis is to propose a typology of customers in the sportswear market based on the data collected from the survey. This data is then interpreted using factor and cluster analysis. The results may be used as a basis for understanding the sportswear market and can present a useful tool for producers and sellers when implementing new strategies