Analýza spotřebitelského chování na trhu internetových obchodů s oblečením

Abstract

This bachelor ‘s thesis deals with the topic of consumer behavior in the online clothing stores. The aim of this work was to find out how consumers behave before and during shopping for clothes via the Internet. In particular, it focuses on the level of spending, the frequency of purchasing clothes in e-shops, which assortment consumers order most often and, conversely, which they do not dare to buy, and which factors play a role for customers in making a purchase decision. In the first part, the theoretical starting points related to topics such as consumer behavior, the consumer, models and factors influencing consumer behavior, the purchase decision process and types of purchases are clarified. Furthermore, the characteristics of the market of online stores are described here, which was devoted more closely to the history, competition, technology, analysis of the macro-environment and meso-environment of this market. The practical part uses the results of the research created for this bachelor's thesis, which was carried out using an online survey. The work also includes proposals and recommendations for entrepreneurs in this sector.