Analýza spotřebitelského chování studentek na trhu dekorativní kosmetiky

Abstract

This thesis deals with the analysis of student´s consumer behaviour on the decorative cosmetics market. Increasing competition brings also growing struggle for customers and companies succeed in it only with products that customers are satisfied with. Currently almost every woman uses decorative cosmetic, the only difference is in frequency of use and types of products. This also depends on personality of every woman and specific cases whether women use make up regularly or occasionally for various formal events. The research was conducted with personal interviews at the Faculty of Economics VŠB-TU Ostrava. The goal of thesis was to find out the differences in female consumers behaviour on the cosmetics market and results of research were used for formulating recommendations to firms and manufacturers to know and understand demands, habits and requirements of female consumers in the use of cosmetic products.