Acta academica karviniensia 2021, 21(2):5-16 | DOI: 10.25142/aak.2021.008

CZECH CONSUMER ON THE LUXURY SKINCARE COSMETICS MARKET

Dorota Anderlová

Mendel University in Brno, Faculty of Business and Economics, Zemědělská 1, 613 00 Brno

The article aims to discover consumer preferences concerning luxury skincare products by applying the multivariate statistical method, a conjoint analysis. The main aim is to identify the significant attributes of products influencing consumer behaviour in terms of purchase, use, motivation, and a general approach to the luxury skincare product segment on the Czech market. The main sources for primary data are questionnaire surveys and in-depth interviews with representatives of companies operating in this sector. According to the initial analysis, four of the most significant attributes were determined that apply to consumer behaviour within this sector and the product in question: the possibility of product sampling, point of sale advice, product price, and level of the special offer. Using the conjoint analysis, these attributes were incorporated into individual model cards and subsequently offered to consumers for rating. The final sample of 1,104 respondents rated the offered product variants of skincare products, with the result that that the most preferred factors were  price and amount of the special offer, as opposed to less-preferred products offering sampling and point of sale advice. Simultaneously, the data showed that consumers gave most preference to the lowest price and the highest special offer.

Keywords: conjoint analysis, consumer behaviour, influencing factors, luxury goods, skincare products.

JEL classification: D12, D91, L66, M31

Received: March 11, 2021; Revised: June 21, 2021; Accepted: November 3, 2021; Published: November 8, 2021  Show citation