Add to ORKGThe goal of this bachelor thesis is a detailed description of the german discount market and a subsequent analysis of the customer's purchasing behavior. The theoretical part deals with the definition and the theory of retailing in general. The historical evolution of Germany is mentioned for a better understanding of the german economic situation and pozition of the state within the world economy. The practical part deals with the discount market analysis, that was based on available secondary data. Both economic values of the main german retail discounters and their position within the retail market as a whole were put into consideration. The next practical part is focused on the customer's purchasing behavior study, which was realized in...