Analýza preferencí spotřebitelů na trhu estetické chirurgie

Abstract

The topic of this diploma thesis is a preference analysis of consumers on the aesthetic surgery market. The aim is to collect relevant data regarding consumer preferences on this market and thus describe their consumer behaviour, with the subsequent goal of using this information to work out propositions for the most convenient aligning of supplied services with the clients´ expectations. The reasoning behind this choice is the relative novelty and dynamic nature of the said market, just as much as its increasing media-driven popularity. The various challenges and aspirations of this field are therefore not yet sufficiently covered. This is a quantitative research based on the CAWI method, with an electronic questionnaire used as the data collection tool. The basic corpus consists of people resident in the Czech Republic, above 18 years of age and with access to the Internet. The sample corpus is then made up of those who visited the website Vyplnto.cz, within the time frame set by the questionnaire and decided to participate in it. This technic is called the method of appropriate opportunity. Nevertheless, a qualitative approach is also involved through the means of extensive interviews regarding consumer behaviour, with the sample corpus being people from the author’s proximity or those able to conduct and audio-visual meeting. This is the method of appropriate judgment. In the analytical part, the outcomes of the questionnaire are assessed and visualized whilst being supplemented by the observations from the in-depth interviews. Propositions and recommendations are then made based on these findings. Given recommendations could support firms in their meeting of challenges on the aesthetic market and help them frame their marketing communication more efficiently, but also shape consumer preferences while making them more satisfied and thus loyal by better meeting their expectations.