Analýza spotřebitelského chování na trhu fast fashion

Abstract

The topic of this bachelor thesis is the analysis of consumer behaviour on the fast fashion market. The main objective of the thesis was to describe consumer behaviour in fast fashion shopping. Finding out whether consumers buy fast fashion or not and whether they know and care about its impacts. Also, what are their attitudes, preferences and what factors influence them when buying fashion. The thesis is divided into theoretical and practical parts. The theoretical part is devoted to consumer behaviour, definition of basic concepts and topics related to fast fahion. The practical part focuses on the analysis of the results of the research, which was carried out through an electronic questionnaire. At the end of this thesis, several suggestions and recommendations have been proposed that can help consumers when buying fashion or can be beneficial for brands or retail chains selling fast fashion.