P/M/474. Dissertation. Mens preferences in shopping for clothes: comparative analysis

The dissertation aims to investigate mens attitudes towards shopping for clothes comparing buying preferences in two age groups: men in their 30ies (Generation X) and men in their 20-ies (Generation Y). The study presents a review of literature on consumer behaviour, social changes in gender roles, the ‘new man image, self-identity, fashion codes, ‘Generation X and ‘Generation Y values and attitudes, etc. The qualitative methods of primary data collection (semi-structured interviews and survey questionnaires) and interpretation are used. Research finings provide the background for the conclusions about the peculiarities of mens shopping behaviour in the studied age groups.