Analýza spotřebitelského chování na trhu korejské kosmetiky

Abstract

This bachelor thesis focuses on the analysis of consumer behavior in the Korean cosmetics market. The aim of the thesis was to analyze consumers’ purchasing behavior and to identify the factors influencing their decision-making when buying Korean cosmetics. The theoretical part is focused on defining the basic concepts of consumer behavior, its models, and influencing factors, and also on describing the Korean cosmetics market. The practical part is based on a questionnaire survey conducted using the CAWI method among women who purchase Korean cosmetics. The collected data were processed and evaluated using Microsoft Excel. Based on the research results, it was found that purchasing decisions are mainly influenced by perceived product quality and effectiveness, recommendations from others, and the availability of product-related information. Based on these findings, recommendations for Korean cosmetics brands were formulated, with emphasis placed on strengthening communication focused on explaining product effects and ingredients.