The importance of natural skin care products to specific consumers segments on Czech luxury cosmetic market

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F19%3A43916692" target="_blank" >RIV/62156489:43110/19:43916692 - isvavai.cz</a>
Result on the web
<a href="https://ia-institute.com/iai-academic-conference-proceedings-vienna-2019/" target="_blank" >https://ia-institute.com/iai-academic-conference-proceedings-vienna-2019/</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The importance of natural skin care products to specific consumers segments on Czech luxury cosmetic market
Original language description
Natural skin care cosmetics is gaining popularity and importance worldwide, as this category is significantly growing every year. The purpose of this study aims at examining attitudes and behavior of Czech women in regards to buying, using and their overall attitude to natural skin care products in luxury segment. Method of targeted questionnaire was applied as a base to gain relevant quantitative data. Data were collected from 782 cosmetics costumers in luxury perfumeries all over the Czech Republic market. Data were evaluated by means of descriptive statistics, dependencies were expressed by contingency (Chi-Square Test) and customer segmentation was managed by cluster analysis (k-means method, Euclidian distance). The results clearly show significant importance of natural skin care products to certain women consumers segments, in terms of quality, effects on skin and social environmental consciousness. The results of this research provided valuable insights and learnings to producers, marketers and managers to understand consumer attitudes, behavior and social trends in the natural skin care cosmetics perfumery market and will help them to develop products, marketing and business strategies tailor-made to actual consumer needs and desires.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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