Konsumentbeteende inom fast fashion-branschen : En kvantitativ studie kring konsumentbeteendet inom fast fashion-branschen

Sammanfattning: The aim of the study is to further understand the factors influencing consumer behavior in the fast fashion segment. The study is done from a consumer perspective where 84 consumers were asked questions regarding their preferences, behaviors, and habits while shopping, and which aspects they are most keen about while visiting fast fashion stores. After the data was collected from the respondents it has been analyzed with SPSS to answer the two hypotheses, if price and assortment are essential factors for consumers in the fast fashion branch. Findings from the analysis made it clear that price is by far the most important factor for consumers while assortment is essential as well but not in comparison with price. Therefore, it is important for companies within the fast fashion segment to be aware of their competitors price levels to be able to stand out, create and obtain a competitive advantage and preserve or expand their market share.