Typologie zákazníků e-shopů s fast fashion
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Vysoká škola báňská – Technická univerzita Ostrava
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The aim of this thesis was to propose a typology of customers of fast fashion e-shops in the Czech Republic. The theoretical part of the thesis focused on the theoretical foundations of consumer behavior and on the characteristics of the fast fashion market. The practical part of the thesis was based on data collected via an online questionnaire. The research focused on identifying the attitudes and motivations of fast fashion e-shop customers, which were further analyzed using factor analysis followed by cluster analysis. Based on the results of the research, specific typologies of fast fashion e-shop customers were proposed.
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cluster analysis, consumer behaviour, customer typology, e-shops, fast fashion, online shopping