Consumer behavior in the market of the specific products in the Czech Republic

This thesis deals with the consumer behavior in the Czech market with sports equipment, specifically with climbing equipment used on artificial climbing walls. The main aim of this thesis is to find out the preferences of consumers in this market and to identify the target group of consumers for the sellers of this equipment. The thesis is divided into two parts. The first chapter describes the topic of consumer behavior, including marketing research. The second chapter is focused on the situation in the Czech market with climbing equipment, also describes different kinds of this equipment and the major retailers selling these products in the Czech Republic. In the final part of this chapter will be presented my own marketing research of consumer preferences in this market, which was performed through a questionnaire survey. Based on the information gained in this survey I will recommend specific steps that can sellers take to improve relations with customers