Spotřební chování na trhu fast fashion

Abstract

The bachelor's thesis deals with the analysis of consumer behaviour in the fast fashion market in the Czech Republic, focusing on economic aspects, especially price and income elasticity of demand. The analysis was conducted using a questionnaire survey, which was attended by 310 respondents from the Czech Republic. The obtained data were evaluated using descriptive statistics. The chi-square test of independence, Cramer's V and Spearman's correlation were used to test the dependencies between variables. The results show that the demand for fast fashion is mainly inelastic in terms of both price and income. Consumers react rather moderately to changes in prices and income, and their purchasing behaviour remains relatively stable. It was also found that demographic factors such as age, gender and income level do not have a significant impact on consumers' reactions to changes in economic conditions.