Analýza spotřebitelského chování na trhu přírodní kosmetiky

Abstract

This thesis focuses on the analysis of consumer behaviour in the natural cosmetics market within the Líčírna concept. The aim is to analyse customer purchasing behaviour and identify the factors influencing their decisions when choosing natural cosmetic products. A marketing research study was conducted using a questionnaire survey among customers, and the data were analysed using descriptive statistics, factor analysis, cluster analysis, and contingency tables. The results identified key factors influencing consumer behaviour and defined three customer segments, with the main groups being customers oriented towards convenience and trust and those focused on product quality and composition. The findings highlight the importance of previous experience, product composition, and the preference for communication via newsletters and social media. Based on the results, recommendations were proposed to improve marketing communication and customer experience.