Faktory ovlivňující spotřební chování generace Y při výběru sportovního zboží

The topic of this thesis is the identification and analysis of the main factors influencing the consumer behaviour of Generation Y when purchasing sports goods in the Czech Republic. The aim of this thesis is to evaluate and determine the main factors influencing the purchasing decisions of young consumers, specifically Generation Y, in the sporting goods market. The thesis is divided into 5 chapters, the first of which presents the theoretical knowledge serving as an introduction of the issue. The second chapter introduces the reader to the specifics of the sporting goods market in the Czech Republic, the main actors and its importance within the whole retail industry in the Czech Republic. In addition, consumer spending and the attitude of Czech society towards sporting goods are discussed. The remaining chapters are devoted to the practical part of the thesis, namely the implementation of the actual marketing investigation. The method of quantitative questionnaire survey was used for the actual research. In order to evaluate the data, hypotheses were established and further tested using statistical methods that were selected according to the type of data. Specifically, these were two-sample t-tests, Chi-square test of independence or analysis of variance ANOVA. Factor analysis was performed to evaluate and determine the main factors. The last chapter reflects the findings of the actual research in the form of making recommendations to retailers witch sporting goods for improving communication towards Generation Y.