Istraživanje navika online kupovine proizvoda za ljepotu kod ženske populacije u Hrvatskoj

master's thesis

• Title (english): Habit research of online purchase of beauty products among female population in Croatia
• Author: Paula Pleša
• Mentor: Sandra Horvat (mentor); MBZ: 286555
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Korištenje proizvoda za ljepotu karakteristično je za žensku populaciju. S obzirom na to da online prodaja proizvoda za ljepotu ostvaruje sve veći rast iz godine u godinu, cilj ovog rada bio je istražiti što to potiče žene da kupuju proizvode za ljepotu online, koji čimbenici utječu na kupovinu online i koje navike su karakteristične za žene prilikom kupnje proizvoda za ljepotu online u Republici Hrvatskoj. Istraživanje je provedeno online, anketnim upitnikom na uzorku od 101 ispitanice na području Republike Hrvatske. Istraživanje je pokazalo kako je online kupnja proizvoda za ljepotu popularna među ženama u Hrvatskoj, ali ne učestala. Skoro tri četvrtine žena kupuje na specijaliziranim online trgovinama poput Notina i Douglas.hr-a čime se može zaključiti kako online trgovine marki trenutno nemaju potencijala među ženama u Hrvatskoj. Raznovrsnost ponude i besplatna dostava su dva odlučujuća kriterija kod žena u Hrvatskoj kada odlučuju koju online trgovinu odabrati te je važno je da online trgovina posjeduju dovoljnu količina informacija o proizvodima, slika te iskustva korisnika koji su već isprobali proizvod jer premalo informacija o proizvodu uzrokuje odustajanje od kupnje.

Abstract (english)

The use of beauty products is characteristic of the female population. Given that online sales of beauty products are growing year by year, the aim of this paper was to investigate what encourages women to buy beauty products online, what factors influence online shopping and what habbits are characteristic of women when buying beauty products online in Croatia. The research was proven via the Internet, with a survey questionnaire on a sample of 101 respodents in Croatia. Research has shown that buying beauty products online is popular among women in Croatia, but not frequent. Almost three quarters of women shop at specialized online stores such as Notino and Douglas.hr which means that brand's online stores currently have no potential among women in Croatia. The variety of offers and free delivery are two decisive criterias dor women in Croatia when deciding which online store to choose. It is important that online store has sufficient amount of product information, images and experiences od users who have tried the product because two little information about the products causes the withsrawal from the purchase.

• Keywords: online kupnja; online kupnja proizvoda za ljepotu; čimbenici koji utječu na online kupovinu; navike žena prilikom online kupovine
• Keywords (english): online shooping; online shopping of beauty products; factors influencing online shopping; women's habits when shopping online
• Language: croatian
• URN:NBN: urn:nbn:hr:148:209311
• 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
• Repository: REPEFZG
• Created on: 2020-09-28 16:47:48