Analýza spotřebitelského chování na trhu kosmetických služeb

Abstract

This bachelor thesis focuses on consumer behavior within the cosmetic service market. The primary objective is to analyze the consumer behavior of women in this market. Emphasis is placed on the lack of empirical knowledge in the field of cosmetic services. The thesis consists of a theoretical and a practical part. The theoretical part defines terms, models, and characterizes the cosmetic services market. The practical part focuses on data collection methodology and the analysis of survey results. A questionnaire survey using the quantitative CAWI method was conducted, with 235 respondents participating. Main criteria for choosing a cosmetic studio, client concerns, and the criteria respondents consider important for building trust in a studio were identified. Based on the results, proposals and recommendations were created that can contribute to improving the market position of cosmetic studios.