Segmentace spotřebitelů na trhu dekorativní kosmetiky

Abstract

This diploma thesis deals with segmentation of consumers in the beauty market. The main goal was to segment consumers in this market and then to develop proposals of suitable marketing approaches tailored not only to sellers and manufacturers, but also to individual segments in the Czech beauty market. Quantitative research was used for conducting primary data, which were obtained through online questionnaire survey. The sample was created using appropriate judgment technique. A total of 616 questionnaires were analysed. The results show that out of all colour cosmetics products, Czech consumers use mascara and lipstick/lip gloss most often. Addressed women use colour cosmetics mostly 4 to 6 times a week or 2 to 3 times a week. The most common occasion for that women do their make-up is work or school. The average Czech consumer spends CZK 100 to 299 per month on make-up products. The most frequently used distribution channel is a drugstore, in which 93 % of respondents are regularly shopping. The vast majority of consumers use brands such as Dermacol, Catrice, Maybelline, L’Oreal Paris and Avon. Dior, Chanel, Estée Lauder and Clinique are among “dream brands” that consumers would buy, if they had an unlimited budget. Respondents are most often searching for reviews regarding the colour cosmetics products directly on e-shops, online forums or on brand’s website. Consumers base their purchase decision on their own past experiences, on the currant offers at the store or on the seller’s recommendation. The most important factors when buying make-up are product’s properties and price. Based on the analysis of attitudes, a total of four consumer segments were defined, these are “indifferent consumers”, “rational consumers”, “trendy consumers” and “demanding consumers”.