Analýza spotřebitelského chování na trhu módy

Abstract

The Bachelor's thesis focuses on consumer behavior in the fashion market. The main goal was to describe consumer behaviors when purchasing fashion products. To find out how consumers react to various factors when buying new fashion products, and what attributes are most important to them when making a purchase. Quantitative research was used for conducting primary data, which were obtained through online questionnaire survey. The sample was created using appropriate occasion technique. A total of 257 questionnaires were analysed. The data was subsequently sorted and analyzed in Microsoft Excel. From the research, it was found that consumers have certain attitudes towards individual factors when purchasing fashion products and what attributes are most important to them during the purchase process. The main result is that consumers are aware of the impacts of fast fashion and are increasingly leaning towards sustainable fashion.