Vliv pandemie COVID-19 na spotřební chování na trhu sportovních potřeb v českém online prostředí

This Master’s thesis deals with the topic of the COVID-19 pandemic and its impact on the consmer market. More precisely, the e-commerce market with sports equipment. The work consists of theoretical and practical parts. The aim of the theoretical part was to define the basic problematic of consumer behavior and the basic models this topic includes. The emphasis was placed on the Stimulus – Response model. The second half of the theoretical part presented the current findings on the COVID-19 pandemic and its impact on consumer behavior, sports habits and the e-commerce market, including the online market of sports equipment. The practical part begins with an introduction of the chosen company, a description of the main competition and analysis of internal data in therms of changes in the customer base and distribution of product categories in pandemic waves. In order to meet the aim of the thesis, primary qualitative research was conducted in the form of individual in-depth interviews. The topics of questions and subsequent analysis of the interviews were based on the aim of the diploma thesis. Finally, the research results are presented and compared with secondary data. The following is the author’s recommendation for the selected company in terms of their further steps.