Identifikace spotřebitelského chování na trhu s pánskou kosmetikou

Abstract

The bachelor thesis focuses on analyzing consumer behavior in the men's cosmetics market. The main objective was to identify the purchasing habits and motivations of male consumers when buying and selecting cosmetic products. The theoretical part addressed the theoretical foundations of consumer behavior and the characteristics of the men's cosmetics market. Mostly secondary data drawn from professional literature are presented here. Primary data was collected through a questionnaire survey, subsequently processed in the Microsoft Excel program. In the practical part, these research results were analyzed. Based on the research findings, proposals and recommendations were formulated and presented in the final chapters of the bachelor thesis. When making decisions, product quality and previous experience are most important for men.