Shopping orientation of generation Y female consumers while buying cosmetic

Cilj ovog diplomskog rada je istražiti kupovnu orijentaciju žena generacije Y prilikom odabira kozmetičkih proizvoda s obzirom na to da je generacija Y postala važan dio marketinškog segmenta, a na samu odluku o kupnji i preferenciji potrošača utječu dob i spol potrošača koji određuju i kupovnu orijentaciju potrošača. Unatoč tome, do sada u Hrvatskoj nije provedeno istraživanje o kupovini kozmetičkih proizvoda na ovom ciljnom segmentu. Podaci za potrebe istraživanja prikupljeni su metodom ankete, i to ispitivanjem žena, pripadnica Generacije Y, u dobi od 26 do 40 godina, a različitog obrazovanja, radnog statusa i prihoda, s područja Hrvatske. Rezultati provedenog istraživanja ukazuju na to da je u prosjeku ženama, pripadnicama generacije Y, prilikom kupovine kozmetičkog proizvoda, najbitnija kvaliteta proizvoda. One preferiraju efikasnu i brzu kupovinu, a nerijetko kupuju na rasprodajama, tj. može se zaključiti da su cjenovno osjetljive i vode računa o cijeni proizvoda. One uvažavaju mišljenje stručnog prodajnog osoblja, no ne traže ga jer unaprijed znaju i planiraju kupovinu određenog proizvoda, tj. lojalne su marki proizvoda i prodavaonici te ne smatraju da je nužno poznata marka najbolji odabir za njih. Uz to, radi lojalnosti određenoj marki proizvoda, različitost i brojnost marki proizvoda koje se nude na tržištu ih ne zbunjuju u njihovoj kupovnoj odluci. Saznanjima iz ovog istraživanja moguće je dobiti jasniji uvid u ponašanje žena pripadnica generacije Y i njihov način donošenja odluka prilikom odabira kozmetičkih proizvoda. Iako indikativni, rezultati provedenog istraživanja mogu poslužiti kao svojevrsne smjernice u prilagodbi marketinških strategija poduzeća, kao i aktivaciji ciljanih marketinških aktivnosti.The aim of this graduate thesis is to explore shopping orientation of Generation Y female consumers, while choosing cosmetics products in Croatia. Generation Y became one of the largest aspects of marketing segmentation, while age and gender are significant determinants of customer’s purchase behaviour, and of customer’s shopping orientations. However, there has not been any research of buying cosmetic products in Croatia that has been focused on this target segment - Generation Y female consumers. Data were collected by survey conducted on the convenient sample of women (from Croatia), 26-40 years old, different education level, working status and household income. Result of this study indicate that the most important factor while choosing cosmetics is the product quality. They like to do the shopping in quick time, and efficient way, and often buy cosmetic products on sales or in discount stores, which shows their price sensitivity. They respect the opinion of the professional sale stuff, but feel they don’t need one, because they are planning the purchase of specific product in advance, meaning they are loyal to the product brand and the specific store. They don’t think that the well-known and recognized brand is necessary the best purchase decision for them. Also, because of their loyalty to specific brand, the amount of different brand products that are present in the market doesn’t confuse them and isn’t making their purchase decision any harder. Insights from this study can provide a better insigt in the behavior of women belonging to Generation Y and their way of making decisions when choosing cosmetic products. Although indicative, the results of conducted research can serve as a kind of guidance in adapting marketing strategies of companies, as well as the activation of targeted market activities