|
|
Chování spotřebitele při nákupu kosmetických výrobků
Pařízková, Lucie
This thesis deals with consumer behaviour during the purchase of cosmetics products, focusing to skin care products and to women’s segment. The purpose of this work is to formulate several recommendations for the manufacturers and sellers of skin care products based on the results of the questionnaire survey. These recommendations could help them to better identify customers preferences during the purchase of skin care products and further enable them to adjust or improve their offer and eventually other sales areas. Cluster analysis is used to segment customers and specific recommendations are made for each segment.
|
|
|
Diversity in the beauty industry and its perception in Czech environment
Kuželová, Kateřina ; Rosenfeldová, Jana (advisor) ; Ježková, Tereza (referee)
This bachelor thesis focuses on diversity in the beauty industry and its perception in Czech environment. Firstly, the theoretical framework introduces the concept of diversity marketing and describes how brands can include different underrepresented groups in their marketing strategies. For the purpose of this thesis, we recognize five such groups, namely: racial and ethnic minorities, people over the age of 50, people with various body shapes and sizes, members of the LGBTQ+ community and people with disabilities. So we focus on multicultural marketing, age-agnostic marketing, body-positive marketing, LGBTQ+ marketing and marketing strategies that include people with disabilities. Subsequently, we provide a few examples of several diverse cosmetic brands and we show that the inclusion of neglected groups can have a positive effect on consumer satisfaction and company's success. A review of previous research on diversity and its perception is then presented. In the practical part, we examine the perception of diversity in the Czech Republic. Our focus is Generation Z. The data is collected through a questionnaire. We find out how Czech Generation Z consumers perceive diversity in the cosmetics industry in general, how the inclusion of individual neglected groups is perceived, and whether and how...
|
|
|
C. J. Walker: Role within the African American Community and in the Fight for Women's Political and Social Rights
Hofmanová, Terezie ; Sehnálková, Jana (advisor) ; Kýrová, Lucie (referee)
This Bachelor Thesis is dedicated to the study of Madam C. J. Walker, who became, at the beginning of the 20th century, the first millionairess in the United States. Her life story is remarkable because of two aspects: she was a woman, and moreover an African American. The Jim Crow era, which brought by racial segregation, racism, and unequal social and political opportunities for African Americans, was certainly not an ideal for building a business. Yet Madam Walker was able to found The Madam Walker Company, which exported her hair and beauty products outside the United States and provided employment opportunities for tens of thousands of African Americans. She targeted the neglected needs of African American women. Alongside her business, Madame Walker engaged in socio-political activism and philanthropy. This thesis aims to analyze Madam Walker's philanthropic and activist acts, and based on this analysis, to determine what role she played within the African American community. The thesis uses a biographical method and is divided into four chapters. The first two chapters deal with the relevant historical context of the late 19th and early 20th centurie in the United States, and the most significant milestones in Madam Walker's life. In the third chapter, the thesis analyzes her specific...
|
|
|
Contemporary Marketing-Communication Activities of the Perfume Chain Sephora on the Czech Market
Straškrábová, Eva ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The purpose of this bachelor's thesis is to outline the exercise of marketing communications within the segment of the luxury cosmetics industry, focusing on the perfume chain Sephora in the Czech market. The main attention is drawn to the period of years 2011 - 2015. The first chapter introduces marketing communications within the cosmetics industry. It describes the beginnings of the contemporary cosmetics industry and portrays significant features of selected marketing tools and strategies, which are used in this specific area. Furthermore, the thesis descriptively analyses the current Czech market with (luxury) cosmetics and fragrances, as well as it maps the major types of Sephora's competition. The third chapter is dedicated to the Sephora company itself and its operating in the Czech Republic. Moreover, the chapter overviews Sephora's selected marketing and communication activities of the marketing mix, including the insight into pricelist estimates of Sephora's advertising investments into several chosen media channels. Last but not least, the thesis presents a research carried out by the author of the thesis. Its primary objective is to identify the key reasons, which make both potential and the actual customers go to Sephora stores and eventually buy some products. This quantitative...
|
|
|
Analysis of the communication strategy of one specific beauty brand
Walzelová, Kristýna ; Zamazalová, Marcela (advisor) ; Hartová, Dominika (referee)
The diploma thesis looks into luxury beauty industry. The aim is to define problem areas in the communication strategy of luxury cosmetics brand of specific company with a focus on sales promotion in a specific distribution channel and propose possible solutions for improvement based on the analysis. Verification of the problem and the recommendations for its improvement will take place on the basis of in-depth interview techniques, observation of merchandising in specific distribution chanel and focus group with consumers of the beauty brand.
|
|
|
Womens Buying Decision Process as Regards Cosmetics in Slovakia and Czech republic
Kasičová, Nikola ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
The main goal of this bachelor thesis is to understand the current situation on beauty market in terms of preferences and tendencies of womens buying behavior. By understanding, what are the needs of customers, companies will be able to deliver effective marketing communications and gain competitive advantage. The thesis consists of two parts: theoretical and practical. The theoretical part provides the key information about decision buying process itself and the factors which have crucial impact on individuals behavior. Quantitative marketing research helped us to fulfill our aim by collecting the information through online questionnaires. Target group of respondents were women at the age of 20 to 50 years. Primary research was enriched by secondary data, which were provided by three different studies of domestic and foreign beauty market.
|
|
|
Perception of the beauty and body image in Czech Republic, Slovakia and Hungary with application on beauty industry
Chotváč, Richard ; Koudelka, Jan (advisor) ; Majoros, Evelin (referee)
ABSTRACT CHOTVÁČ, Richard: Perception of beauty and body image in Czech Republic, Slovakia and Hungary and its application in beauty industry. [Master thesis] -- University of Economics in Prague, VŠE. Faculty of Business Administration; Tutor: doc. Ing. Jan Koudelka, CSc. Prague: VŠE, 2013, 82pages. The Master thesis deals with the perception of the beauty in 3 countries, Czech Republic, Slovakia and Hungary. This thesis is showing differences between the perception of body image and beauty of women in 3 different countries by looking at the consumer's behavior. The first part of the thesis is theoretical and it is devoted to the definitions of beauty and body image of women. The Author shows consumers' differences between studied countries and the consequences of these differences. The objective of the second part is to analyze the survey of multiple respondents from Czech Republic, Slovakia and Hungary. Results of this survey are used in order to demonstrate differences in women's perception of the beauty shown in the theoretical part. Last part shows the practical approach to the thesis. Based on results from the survey, the author proposes the recommendations to the beauty industry marketers working for these countries. Key words: , , , , , , ,
|
|
|
The Impact of the Business Cycle on Beauty Industry
Gregorová, Martina ; Munzi, Tomáš (advisor) ; Czesaný, Slavoj (referee)
This bachelor's thesis analyses a relationship between economic cycle and consumption of products and services of personal care which are used to maintain neat appearance. Firstly, I mention opinions of foreign authors on importance of people's appearance; further, describe GDP theory and theory of demand elasticity. The theoretical part is followed by an analysis of economic cycle in the Czech Republic in a period of 1994 -- 2009. Key producers of beauty products in the Czech market are also described in the next chapter. The analytical part is focused on methodology and beauty industry classification. Finally, I compare consumption of personal care products in a relationship with total consumption, analyze different development of individual product groups and classify those in groups of luxury or neutral goods. Development of GDP, consumption and investments is also described.
|
guest ::
