Typologie chování spotřebitelů na trhu s parfémy na základě vnímané hodnoty značky

Abstract

This diploma thesis is focused on brand value perception from the perspective of consumers in the perfume market in the Czech Republic. The aim of the thesis is to construct a typology of consumers in the perfume market based on the brand value perception and to approach this value as a key factor of consumer behaviour. The questionnaire contained general factors influencing consumer behaviour with an emphasis on brand value. The online survey involved 296 respondents, who bought perfume in the last two years. Five types of consumers have been created using statistical methods. Finally, the consumer behaviour in the perfume market has been analysed based on the results of the questionnaire. This research thus serves to understand the customer's perfume brand value perception and to find ways to get into the mind of the customers.