Mezigenerační srovnání spotřebitelského chování na trhu se značkovým oblečením

Abstract

This bachelor thesis deals with an intergenerational comparison of consumer behaviour in the branded clothing market. The main goal of the thesis was to compare consumer behaviour in the branded clothing market between generations X, Y and Z. The thesis includes an analysis of consumer behaviour in the branded clothing market, and a comparison of this behaviour between generations. Quantitative research was chosen using primary data that was collected through an online questionnaire survey. The sampling frame was formed by the technique of appropriate judgment and appropriate opportunity. 266 respondents participated in the questionnaire survey, out of which 7 respondents were excluded based on filtering questions and 259 questionnaires were subsequently processed. The results show that the factors that most significantly influence the purchase of branded clothing are appearance, quality, material and price of the garments. The experience with the brand is very important, on the basis of which consumers build their loyalty to the brand. Based on the results of this analysis, a marketing approach for retailers and manufacturers of branded clothing has been proposed.