Spotřebitelské chování generace Z na trhu dekorativní kosmetiky

Abstract

The bachelor thesis focused on the consumer behavior of Generation Z in the decorative cosmetics market. Its aim was to examine the position of consumers towards decorative cosmetics, brand perception and the marketing communication of brands. The theoretical part of the thesis was divided into two chapters. The first chapter was dedicated to the fundamentals of consumer behavior, such as its models or factors. The second chapter analyzed the researched market. The quantitative CAWI method was used for the practical part and data collection, which involved online surveying. The results showed that consumer behavior in the studied generation varies considerably depending on whether they are employed or not. Based on the results, it was also possible to conclude that the most important factors for consumers when making purchasing decisions are good quality and affordability, with these pieces of information being most commonly obtained through online advertising.