Mezigenerační srovnání spotřebitelských postojů ke značce na trhu kosmetiky

Abstract

The aim of the thesis was identify attitudes of Generation Y and Generation Z based on collected data. The main focus were based on the data analysis and customer behavior towards the Notino brand. Furthermore, awareness of the Notino company, brand popularity, knowledge of the product range and competing brands from the customer's point of view were examined. As part of the research, the theoretical starting points needed to identify attitudes, consumer behavior and brand characteristics were described. In the practical part, the data obtained through an online questionnaire survey was analyzed using the Microsoft Excel program. In addition, pre-established hypotheses were also verified as part of the research. Suggestions and recommendations were made based on the research results.