Comparison of B2C loyal programs of retail chains in the segment fashion and sport in the CR

The goal of the graduate thesis is the analysis and comparison of loyal programs in the segment fashion and sport in the Czech Republic. Today's consumer is very informed and makes decisions about purchase according to many criteria. The consumer becomes loyal to the brand in case he is satisfied with it and in addition it brings him various benefits especially the emotional ones. The theoretical part is dedicated to a brand, consumer behaviour, his purchasing process, loyalty, loyal programs and the impact of trends and new technologies on consumer behaviour. This thesis was submitted by the brand O'Neill therefore the practical part introduces the company and the comparison of loyal programs of its competitors. The main section is the evaluation of questionnaire and recommendations for the brand O'Neill