Analýza konkurence e-shopů s kosmetikou

Abstract

The aim of this thesis is to analyze the competition of e-shops with cosmetics in the Czech Republic using observation, but also mystery shopping and a questionnaire survey. Recommendations and suggestions are provided based on the results. This thesis consists of two parts, a theoretical part and a practical part. The first part of the work deals with the description of the online cosmetics market, marketing and communication mix, but also with the definition of basic terms in this issue. A representative sample was created based on primary data obtained from an online survey. To ensure the correct structure of the sample set, the snowball technique and the appropriate judgment technique are chosen. From the results of the questionnaire survey, it was found that Czech consumers most often buy skin cosmetics. Furthermore, the most important factor when buying cosmetics is the guarantee of safe payment and the clarity of the e-shop. The suggestions and recommendations can be used by existing cosmetics e-shop operators, but also by those who would like to start selling cosmetics online.