Typologie spotřebitelů na trhu dekorativní kosmetiky

Abstract

This thesis deals with the analysis of consumer behavior in the decorative cosmetics market, with the aim of proposing a typology of consumers in this market. The theoretical part presents the basic theoretical foundations of consumer behavior and characterizes the decorative cosmetics market in Europe and the Czech Republic. The practical part includes the research methodology and the analysis of data obtained through a questionnaire survey conducted using the CAWI method. Based on the collected data, a consumer typology is developed, with individual segments described in detail. The final part of the thesis provides specific recommendations for manufacturers and retailers of decorative cosmetics, reflecting the characteristics of individual consumer segments.