Analýza spotřebitelského chování na trhu kosmetiky

Abstract

This bachelor thesis analyzes consumer behaviour in the decorative cosmetics market, focusing on a cross-generational comparison (Generations X, Y, and Z). The aim of the thesis is to identify key factors influencing the purchasing decisions of female consumers and to compare their preferences regarding online shopping versus brick-and-mortar stores. The theoretical part defines the basic concepts of consumer behaviour, analyzes the purchasing decision process, and characterizes the current cosmetics market, including recent trends. The practical part is based on quantitative research conducted through a questionnaire survey among 139 respondents. The results show that the most important factor when purchasing decorative cosmetics is previous personal experience with the product. Despite growing digitalization, purchases in brick-and-mortar stores continue to dominate, primarily due to immediate availability and the ability to test products physically. The research also confirmed significant generational differences in shopping behaviour and a surprisingly growing emphasis on ethical aspects, such as cruelty-free products. In the conclusion, strategic recommendations for manufacturers and retailers are formulated based on the acquired data.