Analýza spotřebitelského chování na trhu s umělými řasami

Abstract

The topic of this bachelor thesis is an analysis of consumer behaviour on the false eyelashes market. The aim is to analyse this behaviour and subsequently use the results to submit recommendations how to best establish and run both new and already functioning salons. The reason for this research is the relative novelty of this market and the insufficient amount of information regarding demand and therefore consumer behaviour as well. The method used to conduct the research is CAWI and the means of data collection is an online questionnaire. The basic sample of data consists of women residing in the Czech Republic with access to the Internet and the selected sample consists of women who visited the Vyplňto.cz website during the given time lapse and decided to fill in the questionnaire. The analytical part assesses and visualizes the results. Based on these analyses new proposals and recommendations are derived. Said proposals could help emerging subjects with the realization of their business plan on this market or eradicate potential problems of already established salons.