Analýza nákupného rozhodovacieho procesu na trhu dekoratívnej kozmetiky

Abstract

Decorative cosmetics is a daily part and a necessity in the life of women. New brands and variants of decorative cosmetics products are appearing on the market every year. This thesis deals with the analysis of the purchasing decision-making process of women in the Slovak Republic. The first part focuses on the environment of the decorative cosmetics market. More specifically, this characteristic includes a description of the cosmetics market products. In the next section, a quantitative description of the market and a description of the subjects of the cosmetic market are described. Also, the characteristics of the market macro-environment and the latest trends and developments in the cosmetic market for the future are included. The next part of the thesis explains the theoretical basis of consumer buying behavior and purchasing decision-making process. To conduct marketing research, the method of questionnaire investigation via the Internet was chosen. The questionnaire was distributed to women from the Slovak Republic who bought decorative cosmetics products for their own consumption at least once in their lives. The practical part of the thesis contains an analysis of the research and based on the results of this research, proposals and recommendations are given. These recommendations may be used by manufacturers and retailers of decorative cosmetics to understand the purchasing behavior of respondents in the purchase of decorative cosmetics and to examine their purchasing decision-making process in the Slovak Republic.