Exploring the Importance of Emotions Within Consumer Behaviour on the Czech Luxury Cosmetic Market

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F20%3A43917927" target="_blank" >RIV/62156489:43110/20:43917927 - isvavai.cz</a>

Výsledek na webu

<a href="https://doi.org/10.11118/actaun202068020363" target="_blank" >https://doi.org/10.11118/actaun202068020363</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/actaun202068020363" target="_blank" >10.11118/actaun202068020363</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Exploring the Importance of Emotions Within Consumer Behaviour on the Czech Luxury Cosmetic Market

Popis výsledku v původním jazyce

In the last few decades, the role of emotions has been gaining importance across all industries when examining consumer&apos;s behavioural decisions. The impact that the emotions have on judgments, evaluations and decisions has long been important not only to psychology, but also to economic sciences. This paper aims to investigate the attitudes and behaviour of Czech women in regards to purchasing, using and their overall attitude to skincare products in the luxury segment, with special focus on emotions and social status as an influential factor. A targeted questionnaire was applied as a base to gain relevant quantitative data. Quantitative data were collected from 782 cosmetics consumers in luxury perfumeries all over the Czech Republic. 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 obtained data clearly shows the significant importance of emotions and social value to certain female consumer segments. The research results provided valuable insights and information for the producers, marketers and managers to understand consumer attitudes, behaviour and social trends in the skincare cosmetics perfumery market and will help them to develop products, marketing and business strategies that are tailor-made to actual consumer needs and desires.

Název v anglickém jazyce

Exploring the Importance of Emotions Within Consumer Behaviour on the Czech Luxury Cosmetic Market

Popis výsledku anglicky

In the last few decades, the role of emotions has been gaining importance across all industries when examining consumer&apos;s behavioural decisions. The impact that the emotions have on judgments, evaluations and decisions has long been important not only to psychology, but also to economic sciences. This paper aims to investigate the attitudes and behaviour of Czech women in regards to purchasing, using and their overall attitude to skincare products in the luxury segment, with special focus on emotions and social status as an influential factor. A targeted questionnaire was applied as a base to gain relevant quantitative data. Quantitative data were collected from 782 cosmetics consumers in luxury perfumeries all over the Czech Republic. 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 obtained data clearly shows the significant importance of emotions and social value to certain female consumer segments. The research results provided valuable insights and information for the producers, marketers and managers to understand consumer attitudes, behaviour and social trends in the skincare cosmetics perfumery market and will help them to develop products, marketing and business strategies that are tailor-made to actual consumer needs and desires.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50803 - Information science (social aspects)

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název periodika

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

—

Svazek periodika

68

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

10

Strana od-do

363-372

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85085054164