Analýza nákupního chování na trhu parfémů

Abstract

The theme of thesis is Analysis of Buying Behaviour in the Perfume Market. The aim of study was to identify which distribution channel consumers prefer when purchasing perfume. Other important outputs included specifying the reasons for choosing a particular form of purchase, how consumers are influenced during perfume purchases, and whether they exhibit parfume brand loyalty. The research was conducted by the metod of a questionnaire survey. In conclusion, it was found, among other things, that consumers prefer purchasing perfumes in brick-and-mortar stores rather than online shops and they are not loyal to a single perfume brand.