Spotřební chování v rámci kosmetického průmyslu se zaměřením na Českou republiku

This work aims at studying consumer behavior within the cosmetic industry in the Czech Republic. Moreover, after reading this paper, companies should find it easier to come up with efficient marketing strategies. The literature review should help the understanding of what stands behind consumer behavior, decision-making process & its influential factors, and brand loyalty. The focus of the practical part is to look at consumer- versus company-driven marketing strategies; emotions versus information, price promotions, celebrity endorsement, and other influential factors. Recommendations to companies are based on interviews and questionnaires. Women are considered as a target consumer. Respondents are divided into two groups, generation ‘Y' (18 - 35 years old) and women in the age 55 - 70 years old. This way we can see how the decision-making process changes over time across generations.