Spotrebné správanie na trhu s vybranými kozmetickými komoditami

Kántorová, M. Consumer behaviour on the market of selected cosmetic commodities. Diploma thesis. Brno: Mendel University, 2020. Final thesis deals with consumer behaviour of women on the skin care products market in the Czech Republic. Within the framework of the secondary analysis the market of cosmetics and personal care and its development trends in the Czech Republic and in the world is examined. The primary research is being conducted on the basis of a questionnaire survey and is focused on identifying consumers' preferences and habits during buying skin care products and also identifying factors influencing the buying decision. Based on the primary data, a cluster analysis is being conducted to define four consumer segments operating on the skin care products market. Subsequently, recommendations for the subjects of the given market are formulated