Mezigenerační rozdíly v nákupním chování na trhu volnočasové módy

Abstract

This diploma thesis focuses on an intergenerational comparison of consumer purchasing behavior within the casual fashion market, specifically targeting Generations X, Y, and Z. The primary objective is to identify and compare the key factors influencing the decision-making processes of these age groups. Based on the findings, the study proposes recommendations to help form more effective marketing strategies for fashion brands. The theoretical part provides a foundation for the subsequent analysis by defining fundamental concepts of purchasing behavior and characterizing the specifics and current trends of the contemporary fashion market.The practical part utilizes a combination of two research methods. Quantitative data was collected using the CAWI (Computer Assisted Web Interviewing) method, while the qualitative part was conducted through focus groups. These focus groups supplemented the survey results with deeper insights into the underlying motivations and attitudes of the respondents.The research findings revealed significant generational differences. Data indicate that Generation Z exhibits the highest frequency of purchases, which are often impulsive. An interesting "ecological paradox" was observed in this youngest generation: despite a declared interest in sustainability, low price remains the decisive factor in practice, leading them to favor fast-fashion chains. Generation Y represents a middle ground; they emphasize the price-to-quality ratio, actively utilize online distribution channels, and approach their purchases pragmatically. Generation X emerged as the most rational segment, characterized by high brand loyalty and a strong preference for brick-and-mortar stores. For this generation, current trends and influencer recommendations have a negligible impact on the decision-making process.A common trait identified across all generations is the emphasis on comfort, functionality, and the tactile quality of the material in casual wear. Furthermore, the analysis demonstrated that the examined generations should not be viewed as entirely homogeneous groups. The study uncovered intragenerational differences, most notably within Generation Z, confirming that alongside age, purchasing behavior is shaped by individual factors such as lifestyle, personal values, taste, and purchasing power.