Analýza spotřebitelského chování na trhu kosmetiky

Abstract

The main objective was to identify and evaluate consumer buying behavior in the cosmetics market. The partial goal was to find out how consumers perceive Mary Kay cosmetic products in the cosmetics market. The analysis was carried out using quantitative research. The data was obtained by electronic questionnaires in the form of a questionnaire. The results of the analysis can be considered as the most visited place for buying cosmetic products of drugstore stores. The most popular assortment included decorative, facial and hair cosmetics. Mary Kay cosmetics more than half do not buy at all. In the end, the results were summarized and suggestions and recommendations made.