Analýza spotřebitelského chování na trhu dekorativní kosmetiky v období ekonomické nejistoty

Abstract

This thesis focuses on the analysis of changes in consumer behavior among women in the decorative cosmetics market during periods of economic uncertainty. The aim of the thesis is to identify the key factors influencing consumers’ purchasing decisions under conditions of rising inflation, declining real incomes, and uncertainty about future financial situations. The theoretical part is based on the concept of the so-called lipstick effect, which explains consumers’ tendency to reduce spending on more expensive goods while continuing to invest in affordable products that provide emotional satisfaction. The empirical part of the thesis is based on quantitative research conducted through a questionnaire survey. The collected data were analyzed using descriptive statistics and regression analysis in order to assess the impact of psychological, economic, social, and demographic factors on the probability of purchasing decorative cosmetics. The results show that economic uncertainty does not only lead to a reduction in spending, but primarily to a change in its structure. Psychological factors play a significant role, particularly the need for self-reward and mood enhancement, which support purchasing behavior even in times of limited financial resources. At the same time, the importance of the online environment as a source of information and a purchasing channel is increasing. Based on the findings, recommendations for marketing practice are formulated, emphasizing the need to communicate the emotional value of products, build the concept of affordable luxury, and strengthen digital marketing activities.