Vliv recenzí na rozhodování spotřebitele při nákupu kosmetiky

Abstract

The bachelor thesis examines the influence of consumer reviews on the decision-making process when purchasing cosmetic products. The aim of the thesis is to identify how reviews affect consumer behavior and to formulate practical recommendations based on the findings. The theoretical part focuses on the definition of the consumer, models of consumer behavior, and the importance of reviews in the context of the digital environment. The practical part is based on a questionnaire survey analyzing the perception of reviews. The collected data were processed and evaluated using the statistical software IBM SPSS Statistics.