Typologie chování spotřebitelů na trhu parfémů

Abstract

This thesis deals with the typology of the consumer behavior in the perfume market. Scents evoke various emotions, moods and feelings like freshness among many others with the power of building up of personal confidence. Not only for these attributes perfumes become such a MUST HAVE products these days. The Market Research project is based on collection methods of quantitative data using personal interviews focused on the customer typology in the market. The aim of this thesis is to analyze the impact of customer shopping behavior typology in the perfume market. Consumer typology has been created in order to target both their attitudes and purchasing habits to identify the essential characteristics of consumer behavior as well as to get some insight into the consumer´s mind. The research results is supposed to help both the manufacturers and retailers more effectively run their marketing and product targeting activities reaching always the right customer.