Analýza spotřebitelského chování generace X a Y na trhu dekorativní kosmetiky

Abstract

The diploma thesis focuses on the analysis of consumer behaviour of Generation X and Generation Y in the decorative cosmetics market in the Czech Republic. The main aim of the thesis is to identify the factors influencing the purchasing decisions of consumers from these generations, determine their preferences when selecting decorative cosmetics, and analyse the impact of marketing tools and current trends on their purchasing behaviour. The theoretical part of the thesis focuses on consumer behaviour, the purchasing decision-making process, factors influencing consumers, and the characteristics of the decorative cosmetics market. The practical part is based on quantitative marketing research conducted through an online questionnaire survey involving 208 respondents from Generation X and Generation Y who use decorative cosmetics. The research results revealed differences between the generations, particularly in the frequency of decorative cosmetics usage, product preferences, methods of information searching, and the influence of social media on purchasing decisions. Based on the obtained results, recommendations for companies operating in the decorative cosmetics market are formulated in the conclusion of the thesis with the aim of more effectively addressing individual generations of customers.