03544ntm a22005297i 4500 000715137 CZ-PrVSE 20240623000300.0 m d cr n|||||||||| 240622s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Verma, Kanika ISIS:164734 dis Exploring the horizon of High-End Fashion amongst Gen Z in India eng Exploring the horizon of High-End Fashion amongst Gen Z in India / Kanika Verma 2024 ?? stran : digital, PDF soubor Vedoucí práce: Václav Stříteský Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 This thesis aims to understand the attitudes and perceptions of the Generation Z segment in India on how they perceive high-end fashion, what importance it holds for them, and the motivating factors driving their actions to purchase fashion goods. This study focuses on the influential factors responsible for shaping the brand perceptions of Indian Gen Z. The study further delves into the theoretical portion, which provides a deeper understanding of relevant concepts in the Indian fashion industry to understand better the cohort’s inclination towards luxury fashion. To attain the objective of this thesis, a qualitative approach was used, which included individual interviews with Generation Z consumers from India to understand and analyze their attitudes towards high-end fashion. Findings revealed that attitudes and motivations relating to high-end luxury purchases vary among individuals with an emphasis on four main attributes ‘Quality, Usability, Status symbol, and durability’ of luxury goods. Despite the financial constraints, Gen Z shows a positive perception and attitude towards luxury brands. With increased earning capacity, the intention to purchase these goods will rise. Luxury brands can benefit from these insights, implying strategies based on the consumers’ perceptions, understanding the potential challenges, and adapting their marketing strategies accordingly to cater to the cohort, meeting their demands. Způsob přístupu: Internet bachelor of business administration [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Generation Z Luxury Consumer Behaviour High-end Fashion The Indian Market Stříteský, Václav utb2016897848 ths Kolouchová, Daniela ola2015881272 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/86825/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/86825 Hlavní práce https://insis.vse.cz/zp/86825/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/86825/posudek/oponent/83559 Oponentura https://insis.vse.cz/zp/86825/priloha/28926 Přiloha k práci https://insis.vse.cz/zp/86825/podrobnosti dc:identifier NEPOSILAT VSKP vse86825 240618 86825