Typologie zákazníků na trhu pánské módy

Abstract

This diploma thesis deals with customer typology in the men's fashion market in the Czech Republic. The aim of the thesis was to identify key customer types and characterize their specific traits, purchasing motivations and decision-making processes. The research was conducted through an online questionnaire survey and using factor and cluster analysis, four customer types were identified. Based on the research results, recommendations were proposed for the Czech fashion brand FERATT fashion in order to strengthen its market position and attractiveness for selected customer segments.