Analýza nákupního chování na trhu s parfémy

Abstract

This bachelor thesis focuses on analyzing the consumer buying behavior in the perfume market. The first part is dedicated to the theoretical description of buying and consumer behavior, describes the buying decision process, and the differences in purchasing between men and women. The third chapter is devoted to the characteristics of the perfume market and the options for purchasing perfumes in brick-and-mortar and online stores. The next section is practical and includes research on buying and consumer preferences. Data for the research were collected through a questionnaire survey and subsequently analyzed. The results showed that consumers may have different preferences based on age, gender, or education. Suggestions for improving customer satisfaction and increasing sales were proposed for perfume sellers and manufacturers based on the research results.