Consumer Behavior

Maulik Batukbhai Senjaliya

Master's thesis

Abstract:

The unprecedented challenges in this era have impacted the economy of world to huge level. Every industry has experienced certain decline in their growth and operations which encourages companies to improve their business functioning for desired results. The study focuses on understanding the consumer attitude towards the clothing where the case of Puma is considered. The shopping pattern of consumers is majorly based on offline medium but the technology has paved a path for online shopping which is trending among the consumers. The study would be assessing the benefit of online shopping and factors which play vital role in the development of consumer attitude and behavior. The findings would be fruitful in understanding the consumer buying pattern for Puma in addressing the needs of consumers at online shopping. The online shopping has influenced the lifestyle of consumers to huge level as huge options for consumers are available. The companies need to match the level of consumers to ensure brand loyalty and brand awareness in the market. Puma is expanding through online business and the understanding of consumer behavior is important for their growth.

Keywords

Consumer Behavior, Online Shopping, Brand Loyalty, Puma, Marketing, Quality, Discounts, Promotional Tools, Interactive Communication, Fast Fashion

Language used: English

Date on which the thesis was submitted / produced: 31. 3. 2021

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration