Purchasing behavior of Czech university students in the field of fashion: a comparison of the behavior of men and women
| Thesis title: | Kupní chování českých vysokoškolských studentů v oblasti módy: komparace chování mužů a žen |
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| Author: | Holoubková, Libuše |
| Thesis type: | Diplomová práce |
| Supervisor: | Karlíček, Miroslav |
| Opponents: | Tahal, Radek |
| Thesis language: | Česky |
| Abstract: | Cílem této diplomové práce je popsat odlišnosti kupního rozhodovacího procesu v oblasti módy mezi českými vysokoškoláky a českými vysokoškolačkami. Pro zjištění rozdílů byla použita sekundární data MML – TGI od společnosti Median a byly provedeny dvě genderově rozdělené focus groups. Každé focus group se zúčastnilo sedm studentů magisterského studia Vysoké školy ekonomické v Praze. Výsledky práce poukazují na jisté odlišnosti v každé fázi kupního rozhodovacího procesu voblasti módy mezi českými vysokoškoláky a českými vysokoškolačkami. Zjištěné odlišnosti se týkají mimo jiné motivace k nákupu oblečení, získávání informací o módě, preferenci kvality, módních trendů a environmentální udržitelnosti v oblasti módy a chování v konečné životní fázi oděvů. |
| Keywords: | MML – TGI data; focus groups; móda; kupní rozhodovací proces; čeští vysokoškoláci |
| Thesis title: | Purchasing behavior of Czech university students in the field of fashion: a comparison of the behavior of men and women |
|---|---|
| Author: | Holoubková, Libuše |
| Thesis type: | Diploma thesis |
| Supervisor: | Karlíček, Miroslav |
| Opponents: | Tahal, Radek |
| Thesis language: | Česky |
| Abstract: | The aim of this diploma thesis is to describe the differences of the purchasing decision-making process in the field of fashion between Czech male university students and Czech female university students. Secondary MML - TGI data from Median were used to identify differences and two gender - focused focus groups were performed. Each focus group was attended by seven master's students at the University of Economics in Prague. The results of the work point to certain differences in each phase of the purchasing decision-making process in the field of fashion between Czech male university students and Czech female university students. The differences identified relate, inter alia, to the motivation to buy clothing, to obtain information on fashion, the preference for quality, fashion trends and the environmental sustainability of fashion and behavior in the final life stage of clothing. |
| Keywords: | fashion; MML – TGI data; purchasing decision-making process; university students; focus groups |
Information about study
| Study programme: | Ekonomika a management/Management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 5. 12. 2018 |
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| Date of submission: | 8. 5. 2020 |
| Date of defense: | 3. 6. 2020 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/67955/podrobnosti |