Analýza spotřebitelského chování na trhu přírodní kosmetiky

Abstract

The diploma thesis is focused on the analysis of consumer behavior in the natural cosmetics market using online and printed interviewing. The second chapter theoretically describes the concepts related to consumer behavior, the purchasing decision-making process and a brief description of green marketing. The third part is devoted to the characteristics of the natural cosmetics market, while the introduction explains the differences between different types of cosmetics. Furthermore, the development of the global and Czech natural cosmetics market is described, and at the end of the chapter the certification and individual certification marks are presented. The practical part deals with the analysis of data obtained through a questionnaire survey. At the end of the thesis, proposals and recommendations based on research results are presented.