Postoje žen z generace Z vůči domácímu barvení vlasů

This master’s thesis examines the attitudes of Generation Z women toward at-home hair coloring in the Czech Market. Its aim is to identify and analyze the factors that explain the low representation of Generation Z women in the at-home hair coloring category. The theoretical part defines the context of the category, consumer behavior, and the specific characteristics of Generation Z. The empirical part is primarily based on qualitative research conducted through 28 in-depth semi-structured interviews with Generation Z women divided into four segments according to their relationship to at-home hair coloring. The research was supplemented by a brief questionnaire survey. The results show that the low representation of Generation Z women in this category is related to a combination of personal, social, practical, and value-based factors. The most important factors include the relationship to one’s appearance, perceived risk of hair damage, the burden of maintenance, and an emphasis on naturalness. Based on these findings, the thesis formulates recommendations for the further development of this category.