Analýza spotrebiteľského správania zákazníkov na trhu fast fashion

Abstract

This bachelor thesis deals with the analysis of key factors influencing customers' purchasing decisions in the fast fashion market, with a particular focus on the role of social media and influencers in shaping consumer preferences and attitudes. The thesis is structured into seven chapters covering the theoretical background of consumer behaviour, characteristics of the fast fashion market, data collection methodology, empirical analysis, proposed recommendations and conclusion. The methodological part used an online CAWI questionnaire via Google Forms platform, distributed via Facebook and Instagram between December 13, 2024 and January 31, 2025, with 118 respondents participating in the survey. The empirical results show that influencers influence 73% of respondents; 34.7% said they are mostly influenced, 47.5% rarely or not, and 16.1% never. Based on these findings, recommendations for marketing strategies were developed, including two SMART recommendations aimed at engaging with micro-influencers and increasing environmental responsibility. The thesis concludes by providing practical recommendations for fast fashion brands to effectively leverage social media, optimize pricing, and improve transparency to enhance consumer trust and engagement.