Spotřební chování v oblasti asijské a evropské pečující kosmetiky v České republice

This master´s thesis aims to identify preferences and determine the key factors influencing Czech consumers in the field of skincare on the Czech market, with a particular focus on the relationship between Asian skincare and local or European skincare. The thesis also examines the underlying reasons and motivations that lead specific consumer groups to prefer Asian skincare. The practical part of the thesis includes an analysis of secondary data obtained through the MML-TGI dataset, as well as an analysis of the availability of skincare products in Czech drugstores. The methodology further comprises a quantitative survey conducted among the target group of consumers and individual in-depth interviews. Based on the collected data, an interpretative framework of perceived factors is developed, followed by marketing recommendations for skincare brands. These recommendations aim to support brands in responding more effectively to current market trends, the growing popularity of Asian skincare, and changing consumer expectations.