Consumer Behavior

Bc. Hiren Poonamchand Rathod, BBA

Diplomová práce

Abstract:

Consumer behavior is defined as the activity of an individual buyer who responds to various marketing stimuli and makes a choice of buying a product or service. While it may be incumbent on the consumer to act or react in a certain way, there are varying social, psychological, and cultural factors that can affect the behavior of a consumer. Nonetheless, the consumer will have to make a choice that follows through upon the recognition of a need that has to be resolved, and it is in this decision-making process that different consumer behavior models have been forged. Consumer behavior is not a standalone concept; it is usually studied in association with specific elements like product/service quality, brand loyalty, brand awareness, pricing, and so on. However, as this study is concerned, the research aims to evaluate consumer behavior towards cosmetic products manufactured by L’Oréal India, and also examine the impact of the marketing strategies utilized by the brand. In order to suitably address the objectives of this study, the researcher adopts a quantitative methodology, giving out the survey and then running analyses using a sample of 148 respondents who are regular users of the L’Oréal products.

Keywords

Consumer Behavior, L’Oréal, Brand loyality, Brand knowledge, Quality, Price, Marketing strategies

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 31. 3. 2021

Obhajoba závěrečné práce

• Vedoucí: Ing. Michal Chocholoušek, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program / obor:
Economics Policy and Administration / Business Administration