Consumer involvement of the female population in the category of face care products and their choice criteria

Predmet ovog rada je istraživanje uključenosti ženske populacije u kategoriju proizvoda za njegu lica te kriteriji njihovog odabira. Način na koji pripadnice ženskog spola danas odabiru proizvod za njegu lica ovisi o brojnim kriterijima. S obzirom na njihov pristup procesu odluke o kupnji, izdvojeno je šest kriterija putem kojih ova ciljna skupina vrednuje proizvod za njegu lica. Sadržaj rada obrađuje teoriju uključenosti kao i način na koji ista može biti izmjerena. Nadalje, primjena uključenosti potrošača promatrana je kroz poseban osvrt na njihovu uključenost u kategoriju proizvoda za njegu lica.The subject of this thesis is to investigate the involvement of the female population in the category of face care products and the choice criteria for their selection. The way women today choose face care products depends on many criteria. Given their approach to the purchasing decision process, six choice criteria were identified by which this target group evaluates a face care product. The content of the paper addresses the theory of involvement as well as how it can be measured. Furthermore, the use of consumer involvement has been viewed through a special focus on their involvement in the face care product category