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Consumerism and Shifts in Consumer Behaviour in 21st Century
 Sigmundová, Alica ; Džbánková, Zuzana (advisor) ; Šumpíková, Markéta (referee)
This bachelor thesis is concerned with consumerism and shifts in consumer behaviour in 21st century. The aim of this thesis is to define the issue of consumerism and consumer society, to identify the causes of its formation and the results it has on society. Furthermore, this thesis also addresses the changes in consumer behaviour in 21st century from the perspective of generations in the United States. Focusing on Generation Y, it observes the changes in behaviour and attitudes of its cohorts and the impact of this changes on consumerism nowadays. To identify these shifts it compares the consumer behaviour of Generation Y with other generations. The thesis also provides an overview of the future possible development of the consumer society. This bachelor thesis uses the methods of literature research, evaluation and comparison of secondary sources. The analysis of generations is based on the results of the social studies of attitudes and behaviour of its cohorts in different areas of life.
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