Identifikace preferencí spotřebitele při nákupu dekorativní kosmetiky

Abstract

This bachelor’s thesis focuses on identifying consumer preferences when purchasing decorative cosmetics. The main objective was to determine which factors influence consumers' purchasing decisions, which brands and products they prefer, what price levels they consider acceptable, and which distribution channels they use. Partial objectives also included examining the influence of product composition, attitudes toward ethical aspects, the impact of social media, and current trends. A quantitative research approach was chosen, conducted through an online questionnaire survey, in which 208 respondents participated. The data were analysed using first – and second–degree classification in Microsoft Excel. The results showed that the decisive factors in the selection of decorative cosmetics are previous experience with the product and its price. Consumers most often buy commonly available drugstore brands in drugstores. They usually make purchases once every two to three months, with an acceptable price for a product between 200-500 CZK. Product composition, brand origin, the influence of influencers, and current trends were considered less important. Based on the findings, the thesis formulates specific recommendations that may be beneficial for sellers of decorative cosmetics.