Analýza spotřebitelského chování generace Z na trhu kosmetiky

Abstract

This bachelor thesis focuses on analyzing the consumer behavior of Generation Z in the cosmetics market. The aim of the thesis is to examine the factors influencing the decision-making process of this generation when purchasing cosmetic products, their response to marketing activities of cosmetics retailers and manufacturers, and their preferences regarding sustainability and ethics in the cosmetics industry. The thesis is structured into seven chapters, covering the theoretical framework of consumer behavior, analysis of the current state of the cosmetics market, methodology of data collection, and conclusions.