Virtualna stvarnost u maloprodaji kozmetičkih proizvoda

master's thesis

• Title (english): Virtual reality in the retail of cosmetics products
• Author: Ema Jokić
• Mentor: Sanda Soucie (mentor)
• Committee member: Sanda Soucie (predsjednik povjerenstva)
• Committee member: Ines Dužević (član povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Posljednjih godina, uslijed globalizacije došlo je do mnogih inovacija u tehnologiji kao i jačanja
onih već postojećih. Došlo je do jačanja uloge virtualne stvarnosti. Korisnici i potrošači većinom
su se prilagodili inovativnom dobu te u skladu s time postali zahtjevniji u svojim željama. Na
poduzećima je stoga bilo da udovolje zahtjevima potrošača te ostanu konkurentni na tržištu.
VR tehnologija povezana je sa igranjem, ali se također koristi za podršku maloprodaji kao i u
mnogim drugim područjima. Ženski segment potrošača koristi virtualnu stvarnost pri kupnji
kozmetičkih proizvoda, na svojim pametnim telefonima ili u samoj prodavaonici na postojećim
tabletima. U doba pandemije potrošači su iz vlastitog doma putem virtualne stvarnosti mogli
isprobavati kozmetičke proizvode te ih potom online kupovati. To je bila ujedno i jedina opcija s
obzirom da su fizičke prodavaonice bile zatvorene. Stoga se zahvaljujući pandemiji upotreba
virtualne stvarnosti povećala. Veliki broj žena vole isprobavati online kozmetičke proizvode jer,
osim što je korisno pri kupovini, predstavlja i zabavu pa se trend nastavio i nakon pandemije.
Svrha ovog rada je ustanoviti ulogu virtualne stvarnosti kod krajnjih korisnika u maloprodaji
kozmetičkih proizvoda. U skladu s time, provest će se istraživanje kvalitativnom metodom uz dvije
fokus grupe od 9 ispitanika kojom će se ustanoviti stavovi ženskih potrošača o primjeni virtualne
stvarnosti na tržištu kozmetike.

Abstract (english)

In recent years, as a result of globalization and the progress of the world, there have been many
innovations in technology as well as the strengthening of existing ones. The role of virtual reality
has been strengthened. Users and consumers have mostly adapted to the innovative age and,
accordingly, have become more demanding in their wishes. It was therefore up to companies to
meet consumer demands and remain competitive on the market.
VR technology is related to gaming, but it is also used to support retail as well as in many other
areas. The female part of consumers uses virtual reality when buying cosmetic products, on their
smartphones or in the store itself on existing tablets. During the pandemic, consumers could
have tried cosmetic products from their own homes via virtual reality and then buy them online.
It was also the only option because that the physical stores were closed. Therefore, thanks to the
pandemic, the use of virtual reality has increased. Many women like to try online cosmetic
products because, in addition to being useful when shopping, it is also fun, so the trend continued
even after the pandemic.
The purpose of this work is to establish the role of virtual reality for end users in retail sales of
cosmetic products. Accordingly, research will be conducted using a qualitative method with two
focus groups of 9 respondents, which will establish the attitudes of female consumers about the
application of virtual reality in the cosmetics market.

• Keywords: virtualna stvarnost; maloprodaja; kozmetički proizvodi; inovativnost; tehnologija
• Keywords (english): virtual reality; retail; cosmetic products; innovation; technology
• Language: croatian
• URN:NBN: urn:nbn:hr:148:062385
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-09-27 08:23:28