In the last few decades, the role of emotions has been gaining importance across all industries when examining consumer'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.
The aim of the paper is to determine the preferred forms of online shopping and preferred device for online shopping for different product categories by the youth consumers. The research showed that the smartphone plays not only an important role in the consumer behaviour of youth consumers, but they also frequently shop using this device. The paper also identifies the situational and demographic factors affecting online shopping based on which consumer segments were created. Cluster analysis using the K-means algorithm formed consumer segments in the online market in the Czech Republic. Four segments were defined -economically decisive from a city, emotively decisive, rationally thinking from a town, economically active. The results can be purposefully used in creating recommendations for e-shops and for their marketing management.
The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere. How smell affects customer behaviour and purchasing decisions is addressed by a relatively young scientific field, one of the existing kinds of sensory marketing—aroma marketing, otherwise called aromachology. Smell has mainly a subconscious influence; therefore, its examination is appropriate to be carried out using consumer neuroscience tools. This paper examined the perception of the shopping atmosphere in Slovak grocery shops and comprehensive interdisciplinary research on the impact of selected aromatic compounds on the cognitive and affective processes of the consumer, as well as the evaluation of the effectiveness of their implementation in food retail establishments. At the end of the paper, we recommend the possibilities of effective selection and the implementation of aromatisation of different premises, by which the retailer can achieve not only a more positive perception of the shopping atmosphere, but also an increase in retail turnover in individual sales sections.
This study was focused on application of perceptual carrying capacity concept in the environment of trade fairs. For this purpose the eye-tracking experiment where different images depicting different level of visitors were used. Also, the aim of the study was to identify what is at the centre of people’s attention when looking at photographs taken at trade fairs. The study was conducted with 30 respondents from generation Y. The results imply that the number of people is a very important factor in deciding whether to attend these events (in this case trade fairs) or not at all. Simultaneously the in-depth interviews showed that people tend to have more of a negative attitude towards both overcrowding and a low number of people perceived at an event. This study also suggests that the optimal number of people at trade fairs is not extreme, not too low or not too high.
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