Consumer goods buyers' loyalty and its impact on the introduction of innovative oral hygiene products

Tržište robe široke potrošnje je iznimno veliko i značajno. Proizvodi koji spadaju u tu kategoriju mogu biti primjerice spužva za pranje suđa, šampon, dezodorans, četkica za zube i još puno ostalih. Time se dobiva uvid u to koliko je to širok pojam. U ovome radu će se isključivo gledati proizvodi oralne i dentalne higijene. Tržište oralna higijene je veoma zasićeno tržište stoga se pojam lojalnosti može dobro ispitati na tom primjeru. Veliki je broj proizvođača a proizvodi su veoma slični sa iznimno malim razlikama. U ovom radu utvrdit će se koliki utjecaj ima lojalnost kupaca prema određenoj marki proizvoda. Također će se provesti istraživanje i na temelju njega opisati trenutno stanje na tržištu te svijest kupaca o trenutnim i novim proizvodima na tržištu. Metodologija istraživanja se provodila anketom namijenjenoj potrošačima te intervjuom sa vlasnikom lanca drogerija. Cilj ankete je detaljnije razumjeti razmišljanje i kupovne navike potrošača, a intervjua statističke podatke s tržišta.The consumer goods market is extremely large and significant. Products that fall into this category may include dishwashing sponge, shampoo, deodorant, toothbrush and many more. This gives an insight into how broad this term is. This paper will exclusively look at oral and dental hygiene products. The oral hygiene market is a very saturated market and therefore the concept of loyalty can be well tested in this case. There are many manufacturers and the products are very similar with very small differences. This paper will determine the impact of customer loyalty on a particular brand of product. The research will also be conducted and based on the current state of the market, and, in addition, the awareness of customers about current and new products on the market will be presented. The survey methodology was conducted through a consumer survey and an interview with the drug store owner. The aim of the survey is to understand consumers' thinking and buying habits in more detail, and to see interviews and statistics from the market