Analysis of factors influencing decision making of Czech households when purchasing clothes and footwear

Abstract

The paper analyses buying behaviour of Czech households on the market with footwear and cloths. It aims at factors influ, encing this behaviour, e.g. price, brand, quality, product attributes, habits, price reductions, advertisement, innovation and word-of-mauth. Primary data were obtained via survey of 727 Czech households by staff of the Department of Marketing and Trade, Mendel University of Agriculture and Forestry Brno. The paper provides results of correlation analysis and factor analysis. When making purchase decisions, households identify attributes and parameters of clothes and footwear as the most important factor. Due to factor analysis, factors were reduced into four comprehensive groups.