Typologie spotřebitelů generace Z na trhu módy

Abstract

This thesis focuses on the consumer behavior of Generation Z in the fashion market with the aim of developing a typology of these consumers. The theoretical section defines the basic principles and factors influencing purchasing decisions. The practical section utilizes data from a quantitative questionnaire survey and qualitative in-depth interviews. The data are analyzed using factor and cluster analysis. Based on the results, two consumer clusters are identified, which differ primarily in price sensitivity, the influence of their social environment, and their attitude toward sustainability. The resulting typology provides recommendations for fashion brands.