Attitudes and perception of the consumer behaviour when buying M∙A∙C Cosmetics

U ovom radu ispitivali su se stavovi i percepcija ponašanja potrošača pri kupnji kozmetike M∙A∙C. Dan je teorijski prikaz ponašanja potrošača i što sve utječe na njih, također spoznaja o važnosti ulaženja u potrošačev mozak i što se time dobiva, važnost te stavke kako bi se ušlo u samu srž potrošačevih želja i potreba. Ispitana je važnost boja, mirisa, vida, okusa, dodira i zvuka u marketingu, gdje se objašnjava svaka pojedinačno te koliko je bitno promotriti svaku i uz optimalnu kombinaciju stvoriti savršeni doživljaj proizvoda i same kupnje. Analizirani su stavovi potrošača i koliko oni utječu na samu privrženost brendu ili obrnuto te koje su sve situacije koje mogu dovesti do pravog ili pogrešnog stava o nekom proizvodi, usluzi ili cijelom poduzeću. Opisuje se sami početak nastanka poduzeća M∙A∙C Cosmetics i njegov rast i probijanje na tržište, kao i trenutna pozicija na tržištu. Također, ispituje se važnost trendova u svijetu dekorativne kozmetike, tko ih pokreće i na kojim platformama, kao i trendovi u Hrvatskoj. Metoda istraživanja bila je internetska anketa, koja se provela na uzorku od 50 ispitanika. Istraživanjem se htjelo utvrditi koliko žena zaista posvećuje pažnju šminki i šminkanju; također, koliko cijena utječe na njihovu kupnju, gdje se povezuje s cijenama M∙A∙C-a, ali i cijene konkurencije. Htjelo se saznati kakva je percepcija žena na M∙A∙C i njegovu konkurenciju. Također, ispitivalo se koliko ispitanica koristi M∙A∙C proizvode i koje te kakvo je njihovo mišljenje o njima nakon kupnje i korištenja proizvoda. Obrađen je i dio o marci i koliko marka utječe na kupnju, ali i na sam status potrošača te je li ona jedan od motiva za kupnju. Zatim je ispitano koji su motivi koji potiču na kupnju kozmetike M∙A∙C te kakvo je mišljenje o samom brendu i njegovu položaju na tržištu. Isto tako, u istraživanju je dio posvećen konkurenciji i drugim brendovima dekorativne kozmetike, pa se ispituju stavovi o njima. Rezultati istraživanja pokazali su da bez obzira na stav o visokim cijenama M∙A∙C proizvoda, potrošači ih i dalje kupuju i koriste. Najveći naglasak je na tome da M∙A∙C ima iza sebe dugogodišnju priču kao brend profesionalne kozmetike i jedan je od vodećih brendova šminke na svjetskom tržištu. Naposljetku se spajaju teorijski dio i istraživanje te slijedi zaključak što zaista utječe na ponašanje potrošača pri kupnji kozmetike M∙A∙C.The main things which are discused are customer behavior and perception when buying M∙A∙C Cosmetics products. The theoretical view on the customers and all the elements which makes them buy something or not. The focus is the brain and the thoughts which makes every buyer have their own needs and wishes. The importance of colours, scents, looks, taste and touch in marketing are making the perfect combination, when well combined, and the perfect shopping experience. Consumer attitudes and how they affect brandedness or vice versa, and what are all the situations that can lead to the right or wrong attitude about a product, service, or the entire company. It describes itself as the beginning of M∙A∙C Cosmetics's emergence and its growth and penetration into the market as well as the current position on the market. Also the importance of trends in the world of decorative cosmetics, who drives them and on which platforms. Trends in the world, as well as trends in Croatia. The survey method was a online survey that was conducted on a sample of 50 respondents. The research goal was to determine how many women really pay attention to makeup and putting makeup on. Also how much the price affects their purchase, where it's linked to M∙A∙C prices, but also the price of the competition. It was important to find out what the perception of women was on the M∙A∙C and his competition. They also questioned how many respondents use M∙A∙C products and what, and what is their opinion of them after purchasing and using the product. There is also a part about the brand and how much the brand affects the purchase, but also the consumer status itself, and whether it is one of the reasons for the purchase. Then what are the reasons for buying a cosmetics M∙A∙C, and what is the opinion of the brand itself and its position on the market. Likewise, in the research, one part is dedicated to competition and other brands of decorative cosmetics, so their attitudes are examined. The results of the research have shown that regardless of the high cost of M∙A∙C products, consumers are still buying and using them. The biggest emphasis is on M∙A∙C having behind its III long-standing story as a brand of professional cosmetics and one of the leading brand-name makeup on the world market. Finally, joining the theoretical part and research, as a conclusion that really affects the behavior of consumers when purchasing cosmetics M∙A∙C