Jak zlepšit merchandisingový byznys profesionálního hokejového týmu finské ligy?

The goal of this thesis was to measure and analyze the current state of the merchandising of Oulun Kärpät, and to provide suggestions on how to improve their merchandising. To do that, the researcher needed to identify the most important factors affecting the purchase intention of Kärpät merchandise. To measure the current state of the merchandising and rank the most important factors, a survey was developed based on a literature review on previous research on the topic. The data from the survey (n = 1741) was analyzed using exploratory and confirmatory factor analyses and regression analysis. The factors chosen based on the literature review explained 75% of the variance in the purchase intention toward Kärpät merchandise, and the three most important factors were attitude, products & selection, and the brand of Kärpät. Based on the results, the research suggests that Kärpät should expand their merchandise selection and release merchandise with a more neutral aesthetic appeal.