Typologie zákazníků secondhandů

Abstract

The aim of the thesis was to create a typology of customers in the secondhand fashion market. The theoretical part described the basics of consumer behavior and the characteristics of the sustainable fashion market. The practical part of the thesis focused on a questionnaire survey and subsequent analysis of consumer behaviour using statistical methods, in particular cluster and factor analysis. Based on the results, three distinct groups of secondhand shoppers were identified. These groups were described in terms of demographic characteristics, purchasing behaviour and the importance of individual factors influencing purchasing decisions. At the end of the thesis, recommendations are given on how to effectively reach and retain individual types of customers, including suggestions for the marketing practice of secondhand stores.