Vliv kulturních predispozic na spotřební chování v oblasti módy se zaměřením na generační rozdíly českých spotřebitelů

The aim of this thesis is to determine how cultural predispositions influence the consumer behavior of Czech consumers in the fashion sector and how these influences differ across generations. The practical part combines three sources of data: secondary data from MML-TGI, twelve in-depth interviews, and a questionnaire survey of 189 respondents. The results show that fashion purchasing is influenced particularly by the degree of conformity to others, attitudes towards traditions, adherence to social norms, the perception of clothing as a symbol of status and identity, and attitudes towards sustainability. Generation X approaches fashion in a more traditional and practical way, while Generation Z views fashion primarily as a means of self-expression and places particular emphasis on design. Generation Y represents a transition between the two. At the same time, all generations share an emphasis on quality and price. Based on the findings concerning generations and consumer segmentation, the thesis formulates recommendations for developing marketing strategies for fashion brands and retailers.