Shopping behavior of men in Czech menswear market

Master’s thesis analyses the shopping behavior of Czech men of generation Z and Y buying menswear and provides recommendations for selected fashion brands on how to improve their targeting on consumers via proper marketing tools in order to strengthen their position on the market. The theoretical part of the thesis is divided into three chapters. The first one focuses on shopper behavior, by introducing the 5 stages of a buying decision process and the AIDA model with connecting the dots. Besides, selected marketing communication tools, relevant for apparel retailers, as named there. The second chapter is focused on a man in his role as a menswear shopper from a global and local point of view. The third chapter describes the Czech fashion market and selected apparel brands, operating in Czechia. Chapter four is devoted to a practical part of the thesis. For the research, both quantitative and qualitative methods were used - a questionnaire survey among 187 men of age from 15 to 40, and an interview with a supervisor of one of the international fashion brand’s stores located in Olomouc, Czechia. Besides the analysis and answers for given research questions and hypotheses, recommendations to the above-mentioned fashion brands were stated in order to help those, mostly international, brands better understand the needs and expectations of Czech men when buying clothes and how to target them with their communication in a more effective way, delivering higher returns on investment.