Typologie zákazníků slevových portálů

Abstract

The thesis deals with purchase on online group buying websites. The aim of the thesis was to make up a customer typology of the online group buying websites. The method of electronic questioning was choosen to collect data. Factor analysis was used for the analyzation of data, which reduced the number of variables. Using the factor analysis led to reduction of variable factors from 32 to 10. Subsequently, the cluster analysis was made for dividing the factors into clusters. Compiled typology contained four types of customers online group buying websites. Created types of customers were named as: customer analyst, indecisive customer, trusting stickler for detail and frivolous customer.