Ponašanje potrošača pri kupnji prirodnih kozmetuičkih proizvoda u specijaliziranim prodavaonicama

master's thesis

• Title (english): Consumer buying behaviour related to natural cosmetic products in specialized stores
• Author: Audrey Sanja Kujundžić
• Mentor: Kristina Petljak (mentor)
• Committee member: Sanda Renko (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Predmet ovog diplomskog rada je ponašanje potrošača pri kupnji prirodnih kozmetičkih proizvoda u specijaliziranim prodavaonicama. Tržište kozmetičkih proizvoda danas postaje sve veće. Kozmetički proizvodi prodaju se na različitim prodajnim mjestima, različite su kvalitete, ali i različitih cijena. Zbog potreba potrošača za kvalitetnim i provjerenim markama razvile su se specijalizirane prodavaonice kozmetičkih proizvoda. U teorijskom dijelu rada, analizira se proces odlučivanja o kupnji, te ponašanje potrošača pri kupnji prirodnih kozmetičkih proizvoda u specijaliziranim prodavaonicama. Cilj ovog rada je istražiti vezu između ponašanja potrošača i njihovih motiva te čimbenika koji utječu na odabir prirodnog kozmetičkog proizvoda u specijaliziranim prodavaonicama. Rezultati istraživanja opisuju žene kao glavne potrošače prirodne kozmetike, koje prirodnom kozmetikom smatraju kozmetiku bez umjetnih konzervansa. Najvažniji čimbenik kupnje kozmetičkih proizvoda u specijaliziranim prodavaonicama je kvaliteta proizvoda, te se najveći broj ispitanika odlučuje na kupnju proizvoda za njegu lica.

Abstract (english)

The subject of this thesis is the consumer buying behavior related to natural cosmetic products in specialized stores. The market for cosmetic products is getting increasingly bigger. Cosmetic products are sold at various retail outlets, of varying quality, but also different prices. Specialized cosmetic stores are created due to the needs of consumers for quality and trusted brand. In the theoretical part of this research, the decision-making process of buying and consumer buying behavior related to cosmetic products in specialized stores are analyzed. The objective of this work is to explore the relation between consumer behavior and their motives and factors that influence the selection of natural beauty products in specialized stores. A primary research was showed through the specialized store, using a questionnaire which was distributed via social networks. The research results describe women as the largest consumer of natural cosmetics. They consider that natural cosmetics is equal to cosmetics without artificial preservatives. The most important factor in the purchase of beauty products in specialized stores is quality of the product and the largest number of respondents opting to buying facial care products.

• Keywords: ponašanje potrošača; specijalizirane prodavaonice; kozmetički proizvodi
• Keywords (english): consumer behavior; specialized store; cosmetic products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:052221
• 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: 2016-10-26 15:16:31