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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50901 - Other social sciences

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

IAI Academic Conference Proceedings

ISBN

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ISSN

2671-3179

e-ISSN

2671-3179

Počet stran výsledku

11

Strana od-do

233-243

Název nakladatele

International Academic Institute

Místo vydání

Skopje

Místo konání akce

Vídeň

Datum konání akce

20. 3. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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