Analysis of purchase behavior of consumers at the dermocosmetics market

The thesis focuses on the buying behavior of consumers at the dermocosmetics market in the Czech Republic with a main focus on consumers of brands Vichy, Bioderma, La Roche-Posay, Avene and Eucerin. The work is divided into two main parts, theoretical and practical. The first part is devoted to general theoretical knowledge in the field of shopping behavior of consumers, the buying decision process and its various stages. It also builds on the theoretical foundation of marketing research, its nature and process. In the practical part there is dermocosmetics market in the Czech Republic mapped together with the introduction of the above mentioned dermocosmetic brands. After secondary research follows the main part, which is the primary consumer research conducted through interviews with consumer of dermocosmetics, which is then compared with primary research of pharmacy staff selling democosmetics. The findings of the research are then formulated into practical recommendations given to the Active Cosmetics Division at L'Oréal.