Consumer behavior and decision making in the hair colorants market

The aim of the thesis is to describe the current situation in the hair colorants market in Czech Republic and to analyze consumer behavior and decision making in this market with use of a primary market research. The aim is to further use this obtained information to reveal and characterize segments in the market and then to formulate recommendations useful for marketing communication. The first part of theoretical section is devoted to a general knowledge about consumer behavior and decision making in a market. Next part focuses on the characteristic of the hair colorants and its specifics and simultaneously introduces the companies in the market and their products. The practical part describes primary research that is executed with use of two methods: questionnaires and in store observation. The data obtained from questionnaires are analyzed with the software IBM SPSS Statistics 18, which results in uncovering and characterizing segments in the market. At the end of the thesis there is a formulation of basic recommendation on the marketing mix level