Spotřební chování závodníků seriálu Běhej lesy

The aim of this work is, in the theoretical part, is to define concepts associated with consumer behaviour and marketing communication in the field of sporting events for the general public. Concepts such as consumer behaviour, its models, consumer predispositions, purchasing decision-making process and marketing communication from the perspective of sporting events are explained. In the practical part, the aim is to analyse the consumer behaviour of Běhej lesy participants, consumer perception of the running series, its marketing communication and recommendations for further marketing communication. The research section of the practical part consists of primary and secondary data. Secondary data was obtained through MML-TGI, primary data was collected through a questionnaire on the Běhej lesy database and analyzed in the SPSS program. For both research lines, a general, factor, cluster, and cross analysis was performed with the described segment profiles. The thesis output is a recommendation for Běhej lesy’s marketing communication in the future.