Analýza spotřebitelského chování na trhu rychlé módy

Abstract

This bachelor thesis focuses on analysing consumer behaviour on the fast fashion market. The main objective is to identify and understand the factors influencing consumers' decision-making and purchasing behaviour when buying clothing, footwear, and accessories, and based on the obtained data, to formulate proposals and recommendations for retailers, manufacturers, as well as consumers themselves. All data were collected using the CAWI method (Computer Assisted Website Interviewing), a quantitative data collection method conducted through online surveys. The sample was selected using a suitable judgment technique. A total of 213 responses were evaluated. The results revealed that 44.8 % of respondents shop every quarter or with each season change, and most respondents (30.5 %) spend between 1000-1999 Czech crowns on fashion products per month. According to 74.3 % of respondents, specialized brick-and-mortar stores are the most common shopping destination, followed by 54.3 % who prefer online stores, and 18.6 % who prefer second-hand stores. The most important product attributes for respondents are appearance and product quality. Despite a relatively high percentage of respondents acknowledging the negative impacts of fast fashion, the majority still shop at fast fashion and ultra-fast fashion brands. The most common reasons for consumers disposing of their clothing were reported as poor product condition by 75.7 % of respondents, no longer fitting by 74.3 %, and no longer liking the item by 42.9%. The least chosen option, which corresponds to the perception of tracking trends when purchasing fashion products, was that the product is no longer current according to current trends (9.5 %).