Prilike i izazovi elektroničke trgovine kozmetičkim proizvodima

master's thesis

• Author: Maja Reštegorac
• Mentor: Blaženka Knežević (mentor)
• Committee member: Nikola Knego (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Predmet ovog diplomskog rada je ponašanje potrošača pri kupnji kozmetičkih proizvoda i odabira između online i offline načina kupovine. Zbog potrebe potrošača za bržim, dostupnijim, jednostavnijim i u konačnici efikasnijim načinom kupovanja proizvoda, stvara se sve veća potreba za korištenjem novih tehnologija koje sve to omogućavaju. Radi se o elektroničkoj trgovini kozmetičkim proizvodima koja pruža brojne pogodnosti kako za potrošače, tako i za trgovce. Teorijski dio rada uvodi u temu, zatim središnji predstavlja analizu stanja tržišta kozmetičkih proizvoda i zadnji dio je zapravo najvažniji dio rada u kojem se ispituju stavovi potrošača o sve prisutnijem trendu online kupovine. Istraživanje prikazuje najprivlačnije i najneprivlačnije čimbenike koji ih privlače odnosno odvlače od online kupovine. Rezultati također pokazuju i dalje vrlo visoku razinu posjećenosti klasičnih prodavaonica, ali trend korištenja pametnih tehnologija i načina kupovanja je prisutan. Proučavajući ostala istraživanja, prognoze rasta online tržišta kozmetike su u kontinuiranom povećanju.

Abstract (english)

The subject of this thesis is consumer behavior when buying cosmetic products and choosing between online and offline shopping methods. Consumers' need for faster, more accessible, simpler and ultimately more efficient ways to buy products creates an increasing need to use new technologies that make it all possible. It is an e-commerce in cosmetic products that provides numerous benefits for both consumers and traders. Theoretical part of the paper introduces the topic, then the mid part presents the analysis of the shape and condition of the cosmetics market and the last part is actually the most important part of the work, which examines consumer attitudes about the increasing trend of online shopping. The survey shows the most attractive and unattractive factors that attract or distract them from online shopping. The results also show a very high level of visiting at classic stores, but there is a trend in the use of smart technologies and shopping methods. Studying other research, the growth anticipation of the online cosmetics market are in continuous increase.

• Keywords: elektronička trgovina; stavovi potrošača; kozmetička trgovina
• Keywords (english): electronic commerce; consumer attitudes; cosmetic trade
• Language: croatian
• URN:NBN: urn:nbn:hr:148:263574
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-23 14:15:31