Segmentace spotřebitelek na trhu udržitelné kosmetiky

The aim of this thesis is to identify segments of female consumers in the market of sustainable cosmetics in the Czech Republic, based on their customer behaviour in this market, general attitudes towards cosmetics and level of interest in the environment. Understanding of these segments is crucial for companies that are trying to enter the market of sustainable cosmetics, as well as for companies that are already present in the market but are trying to improve their marketing strategy. The theoretical part of the thesis consists of a literature review on following topics: green marketing, the application of green marketing in the cosmetics industry and green consumers and their segmentation. Firstly, a qualitative research in the form of in-depth interviews was conducted to gain insight into possible differences of consumers in the cosmetics market. The segmentation itself is then performed based on data collected through primary quantitative research. The result of segmentation and the main added value of this thesis are complete segment profiles with the recommendation for suitable positioning and marketing mix, which will ensure effective addressing of the consumer segments.