Identifikace postojů spotřebitelů ke značkám na oděvním trhu

Abstract

The main aim of bachelor thesis was identification of consumer attitudes towards brands in the clothing market. The next aim was found out information about customers, whether the brand is the main criterion in shopping, which criteria are important for them, knowledge about brands of sports clothing, preference of brands and reasons of shopping sportswear. The research was made by online questionnaire survey. Final sample has got 236 respondents. By research was find out, that consumers have a big knowledge of brands on sportswear market. Also are a little bit of respondents are faithfully to one brand and most of the consumers are influenced by quality not by brand. In the fact, based on results was made suggestions and recommendations for companies on the market of sportswear.