Analýza spotřebitelského chování zákazníků na trhu vlasové kosmetiky

Abstract

The bachelor work target analysis consumer behaviour of women on hair-dyes market. The major task is found out diverse preferences of consumers (favourite brand names, colour shade) and alleged differences between young and older women, when they do shopping. The theoretical part is focused on the selected basic characterization of consumer behaviour, consumer typology and the influence of the purchase atmosphere on consumer behaviour. The application part shows interpretation of the questionnaire and essential questions. There are used primary data, which are presented by bar and pie graphs in this section. The last part consists of proposals and recommendations for companies.