Identifikace faktorů ovlivňujících nákupní chování generací Y a Z na trhu korejské kosmetiky

Abstract

The identification of factors influencing the purchasing behavior of Generations Y and Z in the Korean cosmetics market is the main focus of this bachelor’s thesis. The thesis analyzes the purchasing behavior of Generation Y (born between 1981 and 1995) and Generation Z (born between 1996 and 2010) in the Korean cosmetics market, also known as K-beauty. Korean cosmetics have become a global phenomenon due to their innovative products, high-quality ingredients, and incorporation of traditional skincare methods. The aim of the thesis is to identify the key factors influencing the purchasing decisions of these two generations, and to compare their preferences, shopping channels, and sources of information. Based on the conducted research, the thesis formulates recommendations for companies on how to adapt their marketing strategies to effectively target these important consumer groups.