The primary aim of this thesis is to conduct an analysis on the customer potential of Generation Z for small-scale jewellery entrepreneurs operating within the Czech Republic. The theoretical part of the thesis provides an overview of the characteristics and purchasing behavior exhibited by Generation Z., the gist of jewellery including the product classification, and presents an insight of the Czech jewellery market through the use of PESTEL analysis and competitive dynamics. The research part ... zobrazit celý abstraktThe primary aim of this thesis is to conduct an analysis on the customer potential of Generation Z for small-scale jewellery entrepreneurs operating within the Czech Republic. The theoretical part of the thesis provides an overview of the characteristics and purchasing behavior exhibited by Generation Z., the gist of jewellery including the product classification, and presents an insight of the Czech jewellery market through the use of PESTEL analysis and competitive dynamics. The research part of the thesis uses methods of both qualitative and quantitative research. Drawing upon data garnered from members of Generation Z, the thesis formulates recommendations for specific jewellery brands, aiming to provide them strategic insights conducive to enhancing their appeal to Generation Z clientele in the future, thereby facilitating the proactive expansion of their customer base. |