The differences between generations in shopping behavior for fast fashion products.

Elvira Bakirova

Diplomová práce

Abstract:

The diploma thesis defines development of customer preferences in clothes segment during the rise of Internet technologies, its characteristics, the dependence of customer behaviour on age, gender, geographical location, personal preferences and other factors. The paper reveals details of the production of fast-fashion clothing, its advantages and numerous disadvantages, which include pollution of the environment, air and water, overtime and unsafe use of human labour and the disposability of such products. At the same time, the following external reasons for shopping in the fast-fashion segment were identified, such as brand loyalty and social media advertising. Furthermore, various responses on questionnaire conducted with customers of shopping center. Collected data is analysed using IBM SPSS Statistic tool, the outputs of survey identify the most important factors influencing purchasing behaviour.

Keywords

age group, fast fashion, Czech Republic, demographics, purchasing patterns

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 1. 4. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 30. 5. 2023
• Vedoucí: Ing. Richard Selby, Ph.D.
• Oponent: Zdenek Linhart, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Economics and Management