Analýza spotřebitelského chování na trhu módního oblečení

Abstract

This bachelor thesis focuses on the analysis of consumer behaviour in the fashion clothing market. The main objective is to identify and evaluate the key factors influencing consumer decision-making and to analyse purchasing habits. The theoretical part defines consumer behaviour, describes the factors influencing purchasing decisions, and characterises the fashion clothing market. The empirical part is based on quantitative research conducted through an online questionnaire (CAWI) with 109 respondents. The results indicate that the most important factors influencing purchase decisions are product design, quality, and price, while sustainability and fashion trends have a lower impact. The research also highlights the significant role of social media as a primary source of inspiration and an effective marketing tool. Based on the findings, practical recommendations are proposed for companies operating in the fashion market to improve their competitiveness and marketing effectiveness.