Analýza spotřebitelského chování na trhu dámského kadeřnictví

Abstract

The theme of my Diploma thesis is Consumer Behaviour Analysis on the Hairdresser´s Market. For this purpose I chose hairdresser´s of Simona Dolanská in the Ostrava. Marketing research was effected through questionnaire survey. The thesis has two major parts. The theoretical part of the Diploma thesis mainly deals with the customer behavior and what influences it, black box model, types of purchases, characterization of the chosen subject and and macro-environment. While the practical part is a compilation of data obtained from an questionnaire survey conducted in the hairdresser´s of Simona Dolanská. In the last chapter I proposed several measures to increase the competitiveness of this subject and it´s customer´s satisfaction.