Analýza spotřebitelského chování zákazníků kadeřnictví

Abstract

The theme of the Diploma thesis is Consumer behavior analysis of Hairdresser´s Clients. Specifically, it’s about the customers of the Hairdresser Šedá. The data collection was conducted through a questionnaire survey in the premises of the hairdresser. The theoretical and methodological part is mainly focused on approaches of monitoring the consumer behavior, the model of consumer behavior, the consumer decision making process, the specifics of the decision making method of services and the main characteristics of the hairdresser Grey. The application-verification part evaluates the obtained data and presents suggestions that could lead to the better satisfaction of clients and also to the enhancing client’s faithfulness and loyalty.