Consumer Behavior Analysis on the Cosmetic Salons Market

Abstract

The main objective of this thesis was to identify, evaluate and compare the consumer buying behaviour on the market of cosmetic salons in the Russian Federation and in the Czech Republic. The secondary goal of the work was to find out which factors influence the differences in the behaviour of consumers mostly. The analysis was carried out using quantitative research. The data was obtained with electronic questioning in the form of a questionnaire. From the results of the analysis, exact differences in consumer behaviour can be observed in both countries, where Russian consumers use the services of cosmetic salons with higher frequency than Czech consumers. As the most important factor, affecting consumer behaviour, was a personal attitude to cosmetic services and the importance of using these services for personal and professional life. In the conclusion the results were summarized and specific recommendations were suggested.