Consumer behavior towards trends and innovations in cosmetics

The aim of this thesis is to explore consumer behaviour of women towards trends and innovations in the female cosmetics market in the Czech Republic. After summarizing the prior research on this topic, the female consumer segments are uncovered, based on their attitudes towards the trends and innovations. Data Analyser program and MML-TGI, the most complex consumer research in the Czech Republic, were used for the segmentation process. Building on the profiles of the particular segments that were created, the segment representatives were chosen for the qualitative research in the form of in-depth interviews that explore their opinions and reasons behind adopting or rejecting the innovations and trends. Finally the hypotheses are evaluated and research findings are presented together with recommendations for launch/re-launch strategies for the brands operating on the Czech cosmetics market. These recommendations represent the practical contribution of this thesis, adding the value for the Czech marketers by offering a better understanding of their consumers