Origins of consumers’ motivation to excess expenditure on a chosen secondary market

This bachelor's thesis describes the phenomenon that sneakers have long been considered more than a mere part of clothing. The shift is becoming increasingly important for the younger generation. The structure of this thesis is as follows. The first part serves as a theoretical definition of the concept of consumer behavior. In the second part, the emphasis is firstly on describing the secondary market and the sneakers market. Subsequently, a secondary research based on data from the MML-TGI database is performed. This section provides a framework for examining consumer groups in primary research conducted with consumers and resellers coming from the secondary market. The findings convey that in most cases consumers buy sneakers because of the social circles that surround them. Furthermore, the research revealed that the most common type of consumers tend to be teenagers studying at high school level. They are usually searching for their personal style using social media as the main source of information. Another important finding shows that the group of consumers active on the sneakers resale market changes annually. As a result, the market is no longer purely a monopoly of sneakers enthusiasts but there is a growing number of people interested in sneakers on a lower level.