Vliv kulturních predispozic na spotřební chování mongolské menšiny na trhu s kosmetikou v České republice

The subject of this master´s thesis is the Mongolian consumer on the rapidly expanding cosmetics market in the Czech Republic, with the focus on skincare category. The aim is to find out whether the national culture has an influence on a consumer behaviour in the context of mongolian ethnic minority in the Czech Republic. The main contribution of this thesis will be in determining Hofstede cultural dimensions for Mongolia and the analysis of culture influence on a consumer behaviour factors such as Word-of-mouth, celebrity endorsement, price sensitivity and brand loyalty. Primary data will be collected using using quantitative research with the help of electronic questionnaire (CAWI). The research sample will be selected from the Mongolian minority consumers living in the Czech Republic and Czech consumers for comparison. The final part of this thesis will focus on the results of the investigation, limitations of the work and recommendations for more comprehensive research.