Analýza vlivu demografických faktorů na spotřebitelské chování v oblasti oděvního průmyslu

Abstract

This master's thesis examines the impact of demographic factors on consumer behavior in the clothing industry. The aim of the thesis is to explore the influence of demographic factors on the purchasing behavior of clothing buyers in the Czech Republic. The thesis focuses on empirical research among Czech consumers regarding their shopping behavior and perception of demographic factors. The research method involves online surveying, followed by data analysis and subsequent commentary on the results, addressing research questions, and hypothesis testing using the Pearson chi-square test.