Analýza spotřebitelského chování na trhu parfémů

Abstract

The theme of the thesis is the consumer behavior analysis on the perfume market. The aim of the thesis was to describe the consumer behavior on the perfume market and discover which factors influence the consumers buying behavior, which attributes are the most important for the selection process, the reason they use and buy perfumes and the decision making process. The primary data collection was carried out in the Czech Republic via the online questionnaire method. Based on the results the consumer behavior on the perfume market was modeled and the suggestions and recommendations for the perfume makers and retailers were formulated.