03460ntm a22005417i 4500 000722609 CZ-PrVSE 20250614131007.0 m d cr n|||||||||| 250614s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Havranová, Klaudia ISIS:146246 dis Za vůní : Analýza spotřebitelské cesty na trhu prémiových parfémů eng Beyond the Scent : Analyzing the Consumer Journey in the Premium Fragrance Market Klaudia Havranová 2025 ?? stran : digital, PDF soubor Vedoucí práce: Rafael San José Iglesias Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This diploma thesis examines the consumer journey in the premium fragrance market in the Czech Republic and Slovakia, along with the key factors that shape it. The theoretical part introduces core concepts such as the distinctions between mass-market, premium, and luxury goods, brand equity, the marketing mix, consumer behavior, and sensory marketing. It also outlines the current state of the fragrance market in these regions, supported by specific case studies for added context. In the empirical part, a mixed-method approach was employed: qualitative expert interviews served as an exploratory stage to capture brand-side perspectives, while a quantitative consumer questionnaire delivered measurable findings from the consumer side. The research shows that the consumer journey in this segment is becoming increasingly omnichannel and non-linear, particularly among younger consumers. Although emotional aspects remain central in the branding of premium goods, functional attributes—such as scent, longevity, and price—proved to be the most decisive factors. However, statistically significant differences between consumer groups were identified, with women, for instance, placing greater emphasis on emotional and symbolic aspects, and Gen Z consumers displaying higher channel fluidity and price sensitivity. Způsob přístupu: Internet mezinárodní obchod [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Czech Republic and Slovakia Decision-Making Process Consumer Behavior Customer Journey Premium Fragrance Market Sensory Marketing Touchpoints San José Iglesias, Rafael ISIS:167045 ths Escobar Rios, Andrea ISIS:116787 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/89550/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/89550 Hlavní práce https://insis.vse.cz/zp/89550/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/89550/posudek/oponent/86127 Oponentura https://insis.vse.cz/zp/89550/podrobnosti dc:identifier NEPOSILAT VSKP vse89550 250613 89550