Kupní rozhodovací proces na trhu bicyklů/MTB

This thesis aims to analyze the consumer purchase decision process in the market for bicycles in all its stages. It sets to involve significant specifics that have any bearing on this process. The thesis is divided into several parts. The theoretical part deals with marketing tools applicable within the bicycle market considering bicycle a complex product with all related components. The following part goes into great detail analyzing the purchase decision process in the bicycle market, most of the space being devoted to the actual PDP stages. The last part handles the question of marketing research generally. The practical part of this thesis draws on the results of a marketing research carried out by means of questionnaires. Written questioning played vital part in primary data collection. This work also presents information concerning the questionnaire research. Then, socio-demographic issues are analyzed which specify more closely the questioned-group structure. The statistical analysis of each one question in the questionnaire presents the crucial part which involves both a first stage analysis of all the questions used and a two-dimensional statistical analysis that gives an insight into the coherence between selected questions. Also included is summary of results and formulating marketing recommendations for bicycle manufacturers and sellers.