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Chování spotřebitelů na trhu s oblečením pro děti do 3 let
Holasová, Hana
This diploma thesis deals with consumer behaviour on the children´s clothing market under 3 years of age. The aim of this thesis is to propose recommenda-tions for entities operating on the children´s clothing market in the Czech Repub-lic. Thesis focuses on identification of factors which affect the preferences of con-sumers, their testimonies and describe their purchase decision process. To inves-tigate consumer behaviour on the children´s clothing market, a questionnaire survey was used, which attended by 355 respondents. The quantitative survey was complemented with in-depth interviews (n = 30). Based on the research, rec-ommendations were formulated related to the phases of the purchase decision process.

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