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Psychology of Consumer Behavior in the Luxury Fashion Segment

Please take a few minutes of your time to complete this survey, which serves as a basis for a Bachelor's thesis titled "The Role of Psychology in Fashion Marketing" 

This research is focused exclusively on Generation Z (born 1997–2012) and its goal is to identify how this generation perceives luxury fashion brands, what motivates their purchases, and how they are influenced by modern digital marketing. 

Anonymity: All responses are anonymous and will be used solely for the purposes of this thesis. 

Duration: Completion will take approximately 2-3 minutes.

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1

Your gender

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2

Your age

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3

Where are you from?

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4

What is your highest level of education completed?

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5

What is your current occupation?

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6

What is your approximate monthly net income (including part-time jobs or allowance)?

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7

Do you personally own at least one luxury fashion product? (Even if it is a small accessory or a second-hand purchase)

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8

Which of the following brands do you perceive as the most prestigious?

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9

What best defines a "luxury product" for you personally?

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10

Is it important to you that people around you recognize that you are wearing a luxury brand?

4 star - Definitely yes 3 star - Rather yes 2 star - Rather no 1 star - Definitely no
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11

What would you prefer when choosing luxury goods?

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12

Where do you most often look for fashion inspiration?

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13

To what extent do influencers and celebrities affect your opinion of a specific luxury brand?

4 - They influence me greatly 3 - They influence me partially 2 - They hardly influence me 1 - They don't influence me at all
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14

How important is a brand's ethical approach (sustainability, ethical labor, transparency) to you when making a purchase?

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15

Have you ever felt that you "must" buy something immediately because it is a limited collection that will soon disappear?

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16

Do you view the purchase experience in a luxury boutique (service, packaging, environment) as important to you as the product itself?

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17

Do you view the purchase of a luxury item more as an investment (retaining value over time) or as a reward for yourself?

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18

What feeling prevails immediately AFTER PURCHASING an expensive fashion item?

Choose one option - possible to skip if your answer to Question 7 was "No"
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19

Would you buy a second-hand product (luxury secondhand/vintage) if it meant it would be cheaper?

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20

How important is it to you that the brands you wear send a clear signal about your taste and social status to those around you?

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