Analýza mezigeneračních rozdílů v chování spotřebitelů na trhu s módou

Abstract

This master thesis is focused on analyse of intergenerational differences in the field of consumer behaviour in the fashion market. The main goal of the thesis is the analyse of consumer behaviour of generation Y and Z on the internet. The analyse was based on completing of electronic questionnaire. After the completing were the data collected and according to them have been given suggestions and recommendations, which should help to web stores with understanding of consumer behaviour from each generation (Y and Z) in the fashion market on the internet.