Analysis of consumer behaviour in the UK footwear market

Alena POSPÍŠILOVÁ

Bachelor's thesis

Abstract:

Cílem mé bakalářské práce je zjistit hlavní znaky chování spotřebitele na obuvnickém trhu ve Velké Británii, který v posledních letech zaznamenal značné změny. Výzkum se podrobně zabývá zjišťováním rozdílů ve spotřebitelském chování mezi pohlavími a zvolenými věkovými skupinami. Následně tato práce zkoumá využitelnosti teorie "Gerontografických segmentů", který vysvětluje chování spotřebitelů starších 55 let. Závěr práce je věnován zjišťování současné míry loajality zákazníků vůči zvoleným značkám a prodejcům obuvi.

Abstract:

During the past couple of years, the UK footwear market has gone through a considerable transformation. Demand has significantly changed, thus has consumer behaviour. Therefore, the aim of this study was set to analyse the main aspects of consumer behaviour currently prevailing in the market. Furthermore, the major research was focused on exploring gender and generational differences in purchasing behaviour and consequently examining the current state of brand loyalty in the UK footwear market. The research was based on a questionnaire, which has been distributed to fashion and footwear associations and several universities in the UK. The questionnaire was sent via a social network and the network of the University of Huddersfield. Due to an insufficient number of responses, further research was carried out on a Huddersfield University campus. Results of the questionnaire showed very noticeable differences between women´s and men´s attitudes toward shoe shopping. Although a vast majority of women stated a strong positive relation toward footwear, men showed a significantly more moderate attitude. The results also indicated that nowadays, young consumers purchase rationally and carefully. The research has also revealed markedly low brand loyalty, which suggests that footwear brands/retailers may need to adjust their current offer, which has been found unsatisfactory.

Keywords

Chování spotřebitele, segmentace, generace Baby Boomers, generace Baby Busters, Generace X a Y, Millennials, Gerontografické segmenty, spotřebitelské chování v módě, spotřebitelské chování na obuvnickém trhu, loajalita zákazníka

Language used: Czech

Date on which the thesis was submitted / produced: 12. 8. 2013

Accessible from:: 12. 8. 2013

Thesis defence

Tomas Bata University in Zlín

Faculty of Management and Economics

Bachelor programme / field:
Economics and Management / Management and Economics Specialization: Enterprise Management and Economics