Czech customer´s purchasing behaviour at the market of cosmetics

Martina Ropická

Diplomová práce

Abstract:

The purpose of Diploma Thesis Czech customers purchasing behaviour at the market of cosmetics is analysis of characteristics of purchasing behaviour of Czech customer on the market of cosmetics and its specifics. The study is divided into four main parts: theoretical part, analytical part, survey and conclusion. Additional parts are Appendixes and list of Selected resources.In Theoretical part, the main objective was to explain management and marketing concepts and analyses, which were used for investigation in Analytical part.The Analytical part illustrates brief view on cosmetic industry in global, in EU market and Czech market. It shows the main indicators and trends, which influence cosmetics industry. We use Porters Five analysis for Czech market, and we determine and evaluate the major players on the market. The Survey section is own research in form of questionnaire. The point of survey was to discover customers relationship to cosmetics, investigation of indicators, which influence their purchasing behaviour, their habits, preferred distribution channels, brands, ability to invest for products, or their position to the commercial. The results provide support for synthesis and recommendations, which is summary of evaluations from survey and investigation part of Czech market. The outcome is characteristics of Czech customers behaviour on the market of cosmetics and characteristics of a Czech cosmetic market as a whole. In Conclusion is summary of whole research and main outcomes from study.

Keywords

Customer, Customer's behaviour, Marketing communication, Cosmetic industry, Czech market of cosmetics, Branding

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 29. 3. 2016

Obhajoba závěrečné práce

• Vedoucí: Ing. Tereza Balcarová, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics and Management / Economics and Management