Acta Univ. Agric. Silvic. Mendelianae Brun. 2020, 68, 363-372
Published online 2020-04-29

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

Dorota Anderlová, Michal Pšurný

Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

Received December 20, 2019
Accepted April 15, 2020

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.


This paper is the result of a research project supported by the Faculty of Business and Economics, MENDELU, developed and funded under the IGA (Interní grantová agentura PEF) project No. PEF_DP_2019001, named “Rozhodovací nákupní proces vybrané genderově vázané kategorie”.


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