Analýza trendů v kosmetických službách a jejich vliv na spotřebitelské chování

Abstract

This bachelor thesis explores current trends in cosmetic services and their impact on consumer behavior. The aim of the study was to identify consumer attitudes toward these trends and to evaluate which current developments are most significant, as well as which factors most strongly influence consumers’ decisions to adopt them. The theoretical part focuses on consumer behavior, the characteristics of cosmetic services, and the definition of trends in the industry. The practical part includes a questionnaire survey conducted among consumers. Based on the collected data, key factors shaping customer preferences are identified and recommendations are proposed for service providers in the cosmetics industry. The thesis contributes to a deeper understanding of the changing expectations of clients and how beauty salons can effectively adapt to these changes.