Segmentace spotřebitelů na trhu udržitelné módy

Abstract

This bachelor thesis deals with the segmentation of consumers in the sustainable fashion market in the Czech Republic. Its aim is to identify and describe individual consumer segments, analyse their purchasing behaviour and, based on the findings, formulate recommendations for effective marketing strategies of manufacturers and retailers. The sub-objectives of the thesis include finding out how consumers deal with unwanted clothing, how they perceive the term "sustainable fashion" and what factors motivate or restrict them when buying sustainable fashion. The research was carried out in the form of a online questionnaire survey in which 288 respondents participated. The data was analysed using descriptive statistics, chi-square test, t-test, analysis of variance, factor and cluster analysis. The results show that consumers buy fashion products once every three months and on average spend less than 1 000 CZK on them. They perceive sustainable fashion primarily as high quality, eco-friendly and durable clothing. They consider longer product life and resistance to wear and tear to be the most important aspects. The main barrier to purchase for them is the high price, while the biggest motivation is the quality of the product and the materials used. The most common reason for getting rid of clothes they no longer want is wear and tear, with the most common method being to take them to a textile bin. Consumers rank the quality of the product and the price as the most important factors. Factor and cluster analysis divided consumers into four segments. These segments were named as Neutral consumers, Sustainable consumers, Responsible consumers and Rejecting consumers. The segment of Neutral consumers, who are open to sustainable products, represents the greatest potential. The thesis provides recommendations for targeted communication and product offerings to each segment to increase consumer confidence and satisfaction in the sustainable fashion market.