Preference informačních zdrojů na trhu s parfémy

Abstract

The bachelor thesis deals with the analysis of the preferences of information sources on the perfume market. First part explains the theoretical basis that relates to consumer behavior and perfume market. These theoretical findings are further applied in the practical part,which analyzes perfume market. The research group consists of 222 respondents, who are over 15 years of age. Using the questionnaire survey was found out the general attitude of consumers to perfumes and the preferences of information sources for the selection and purchase of fragrances. Research has shown that consumers behavior in finding information in the perfume market varies in relate on the segmentation variables. The thesis include also a proposed typology of customers according to relation to information.