Analysis of the Consumers Behavior in the Fast-Fashion Industry

Kseniia Nazarina

Bakalářská práce

Abstract:

The purpose of the Thesis is to have in-depth awareness and better understanding of consumer behavior in Fast fashion market, to define consumers preferences in products, investigate trends and provide recommendations for Fast fashion companies how to expand brand awareness, increase number of consumers and enhance frequency and quantity of purchases.The study includes literature review that contains information on consumer behavior, market analysis, influence of consumer behavior on market trends and methodology that includes information on quantitative method, primary and secondary data, research approach, delimitations and limitations of the research, validity and reliability of the research.The data collected during study can be used to provide marketing recommendations to Fast-Fashion companies and help them with further development

Keywords

consumer behaviour, marketing research, fast fashion

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 25. 3. 2020

Obhajoba závěrečné práce

• Vedoucí: Ing. Lenka Rumánková, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management