Analýza spotřebitelského chování na trhu pečující kosmetiky

Abstract

The bachelor’s theses is focused on consumer behaviour of women in the care cosmetics market. The main aim is to provide a comprehensive overview of consumer behaviour in this segment and to identify the factors that influence women’s purchasing decisions regarding cosmetic products. Particular attention is given to ecological aspects and their role in the decision-making process. The theoretical part defines key concepts and context necessary for understanding the issue. For data collection, the quantitative method CAWI was used, involving 155 respondents aged 15 and over, three responses were excluded for not meeting basic criteria. The research results highlight the significant influence of digital media on purchasing decisions. Based on the findings, recommendations for companies and manufacturers were formulated to help strengthen their position in the dynamic care cosmetics market.