Ponašanje potrošača pri kupnji kozmetičkih proizvoda u višekanalnoj maloprodaji

graduate thesis

• Title (english): Consumer behavior in purchasing cosmetic products in multichannel retail
• Author: Marina Radović
• Mentor: Kristina Petljak (mentor)
• Committee member: Sanda Soucie (predsjednik povjerenstva)
• Committee member: Dario Dunković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Predmet ovog istraživanja je analiza utjecaja višekanalne maloprodaje na kupovinu kozmetičkih proizvoda. Istraživanje se fokusira na razumijevanje kako kombinacija različitih prodajnih kanala (fizičke prodavaonice, online prodavaonice, mobilne aplikacije, društvene mreže) utječe na ponašanje i odluke potrošača pri kupnji kozmetičkih proizvoda. Poseban naglasak stavlja se na analizu faktora poput personalizacije, besprijekornog iskustva kupnje, sigurnosti i privatnosti, te utjecaja socijalnih komunikacija na percepciju vrijednosti i lojalnost potrošača. Glavni cilj istraživanja je identificirati ključne faktore koji utječu na percepciju vrijednosti i odluku potrošača o kupnji kozmetičkih proizvoda u kontekstu višekanalne maloprodaje. Prema rezultatima istraživanja, ključni elementi koji definiraju uspješnu višekanalnu maloprodaju uključuju integraciju različitih prodajnih kanala, personalizaciju ponuda, korištenje naprednih tehnologija, konzistentnost informacija, slobodu odabira kanala za kupnju i preuzimanje, te sigurnost i privatnost podataka kupaca.

Abstract (english)

The subject of this research is the analysis of the impact of multichannel retail on the purchase of cosmetic products. The study focuses on understanding how the combination of different sales channels (physical stores, online stores, mobile applications, social networks) influences consumer behavior and decision-making when buying cosmetic products. Special emphasis is placed on analyzing factors such as personalization, seamless shopping experience, security and privacy, and the impact of social communications on perceived value and consumer loyalty. The main goal of the research is to identify the key factors that affect consumers' perception of value and their purchase decisions regarding cosmetic products in the context of multichannel retail. According to the research results, the key elements that define successful multichannel retail include the integration of different sales channels, the personalization of offers, the use of advanced technologies, consistency of information, the freedom to choose channels for purchase and pickup, and the security and privacy of customer data.

• Keywords: višekanalna maloprodaja; kozmetička industrija; ponašanje potrošača; strategije višekanalne maloprodaje
• Keywords (english): multichannel retailing; cosmetics industry; consumer behavior; multichannel; retailing strategies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:352264
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-20 07:50:00