Vnímání a chování zákazníků rychlé módy v Evropě

This thesis aims to examine customers’ perceptions and behavior toward fast fashion. More specifically, the quantitative research tests how perceived low price, perceived low quality, and sustainable initiatives of fast fashion retailers relate to customers' purchase intention. Besides, the thesis aims to provide essential behavior patterns of fast fashion customers through correspondence maps related to the frequency of shopping, type of clothing, impulsive purchase behavior, feeling of guilt, and disposing habits. The methodology of this thesis consists of two parts. Firstly, it is secondary research; a literature review was dedicated to collecting studies that were already conducted by other authors related to similar topics. Secondly, it is primary research; specifically, a quantitative survey with 271 respondents focused on millennials, which tries to explain the phenomena by collecting numeric data and testing the hypothesis. The answers from the respondents are analyzed through different statistical methods and coding in R studio and are interpreted. The results showed that perceived low price is positively related to purchase intention, whereas perceived bad quality and sustainable initiatives are not. Furthermore, other perceptual and behavioral patterns of fast fashion customers were found.