Analýza impulzivního nákupního chování na trhu s kosmetickými produkty

Abstract

This bachelor’s thesis analyses impulsive buying behaviour of consumers in the cosmetics market. The theoretical part of the thesis focuses on this type of behaviour and the factors that trigger and influence it. It also describes the cosmetics market and its specific marketing strategies. The aim of the thesis is to understand impulse buying behaviour and identify the main factors that encourage it. Particular attention is given to the role of consumer emotions, discount promotions, social media, influencers, and packaging design. To achieve the necessary data to meet the research objectives, quantitative research was conducted using an online questionnaire. The collected data were then processed and further interpreted. The results of the research show that impulse buying behaviour is quite common in the cosmetics market, with percentage-based discounts and a positive consumer mood having the strongest influence. The results also show that this behaviour decreases with age and is more frequent among women. The conclusion includes recommendations for marketing practices aimed at effectively targeting impulsive consumers.