Cultural differences in consumer behavior of Generation Z when shopping for cosmetic products: Case study for Ghana and Czech Republic

Abigail Koufie

Bachelor's thesis

CULTURAL DIFFERENCES IN CONSUMER BEHAVIOUR OF GENERATION Z WHEN SHOPPING FOR COSMETIC PRODUCTS: A CASE STUDY FOR GHANA AND THE CZECH REPUBLIC

Abstract:

The study shows how Generation Z consumers in Ghana and the Czech Republic behave differently while they are shopping for cosmetics. The study uses a mixed-method approach to investigate how cultural elements such as values and traditions, the desire for beauty and self-expression, generational beauty practices, motivation from family. Price, brand loyalty, trends and other important aspects that influence consumer decisions are examined and successful marketing tactics catered to this market segment are also examined. 235 respondents from both countries (Ghana and Czech Republic) were served with questionnaires and twenty plus out of the respondents were interviewed. Significant cultural differences are shown by the results, which highlight the value of locally produced and natural goods for generations Z in Ghana and sustainability and ethical issues for generation Z in Czech Republic. To improve interaction with Generation Z customers, recommendations include utilizing regional influencers, environmentally conscious projects and culturally appropriate advertising for cosmetic firms trying to negotiate the interactions of many cultural settings in a worldwide market, this research offers insightful information

Abstract:

The study shows how Generation Z consumers in Ghana and the Czech Republic behave differently while they are shopping for cosmetics. The study uses a mixed-method approach to investigate how cultural elements such as values and traditions, the desire for beauty and self-expression, generational beauty practices, motivation from family. Price, brand loyalty, trends and other important aspects that influence consumer decisions are examined and successful marketing tactics catered to this market segment are also examined. 235 respondents from both countries (Ghana and Czech Republic) were served with questionnaires and twenty plus out of the respondents were interviewed. Significant cultural differences are shown by the results, which highlight the value of locally produced and natural goods for generations Z in Ghana and sustainability and ethical issues for generation Z in Czech Republic. To improve interaction with Generation Z customers, recommendations include utilizing regional influencers, environmentally conscious projects and culturally appropriate advertising for cosmetic firms trying to negotiate the interactions of many cultural settings in a worldwide market, this research offers insightful information

Keywords

Cosmetic Products, Marketing Strategies, Ghana, Consumer Behaviour, Czech Republic, CS – Czech Republic sample, Generation Z / Gen Z, Cultural Differences, GS – Ghana sample

Keywords

Generation Z / Gen Z, Cultural Differences, Consumer Behaviour, Cosmetic Products, Marketing Strategies, Ghana, Czech Republic, CS – Czech Republic sample, GS – Ghana sample

Language used: English

Date on which the thesis was submitted / produced: 8. 6. 2025

Thesis defence

• Date of defence: 18. 6. 2025
• Supervisor: doc. Ing. Jana Turčínková, Ph.D.
• Reader: Lenka Procházková, Ph.D.

Mendel University in Brno

Faculty of Business and Economics

Bachelor programme / specializace:
Economics and Management / Interkulturní sociální dovednosti v AJ