Vplyv známych osobností pri výbere kozmetiky na českom trhu

The aim of this master thesis is to find out whether celebrity endorsement is influencing factor on decision-making process when purchasing cosmetics (hair care and skin care) in Czech market. Master thesis is divided into two main parts. Theoretical part describes consumer decision-making process, role of celebrity endorsement and examples how celebrity endorsement is used nowadays by L'Oréal. Practical part then focuses on analysis of consumer behaviour through quantitative (online questionnaire) and qualitative research (focus groups) in order to analyse what consumer thinks about celebrity endorsement and to which extent is Czech beauty shopper influenced by it. Thanks to these analyses I was able to identify the most influencing factors, position celebrity endorsement within this group and create set of recommendations regarding most important tools when promoting skin care and hair care products on Czech market