Research: Consumer behaviour statistics
When writing my dissertation, I found that I was missing some statistics about consumers and their usage of fast fashion so I conducted some research to find out how fast fashion is consumed. I read a thesis about consumer behaviour characteristics in fast fashion. This research may not be very reliable as the sample was only small so it isn't very representative of the whole population that buy fast fashipn. The participants were also mostly Swedish so it is useful for seeing how fast fashion is consumed in places other than in the UK as most of my research has focussed on fast fashion in Britain. The thesis was written in 2010 so it might be out dated now, however, there has been little research into consumer behaviour with fast fashion so this research is useful for giving an idea of consumer habits. Shopping frequency decreases with age - most 13-18 shopped twice a month, 20-26 ranged from twice a week to twice a month, 31-39 shopped less than younger groups, once or twice a...