Mezigenerační analýza postojů spotřebitelů při nákupu obuvi

Abstract

This bachelor thesis is focused on an intergenerational analysis of consumer attitudes of Generations X and Z when purchasing leisure footwear. The aim is to identify the factors influencing the purchasing process and to analyse the different preferences of both groups. Attention is paid to key aspects such as price, quality, appearance, information channels and the place of purchase. An online questionnaire survey was chosen as the research method. The results show a consensus in attitudes toward price, but also reveal differences in the preference of purchasing channels, the influence of trends, and the approach to sustainability. The conclusion of the thesis contains specific recommendations for footwear retailers and manufacturers, such as the implementation of augmented reality and investment in staff, with the aim of more effectively addressing both segments.