THE IMPACT OF ADVERTISING ON THE PURCHASE OF NATURAL COSMETICS IN CENTRAL SLOVENIAN REGION

V diplomskem delu smo predstavili dejavnike, ki vplivajo na nakupne odločitve potrošnikov pri nakupu izdelkov iz naravne kozmetike. Vsi izdelki, ki imajo oznako »naravno« danes veljajo za boljše, saj so človeku in okolju prijazni. Skozi leta se je vse bolj krepila ozaveščenost o zdravemu načinu življenja in o izdelkih, ki so dobri za okolje, prav tako pa za človekovo zdravje. Isto velja pri naravni kozmetiki, saj zagotavlja boljše učinke kot ostali konvencionalni kozmetični izdelki, saj so pridelani iz naravnih sestavin, večina pa jih vsebuje tudi sestavine, ki so naravno pridelane, brez pesticidov in ostalih kemikalij. V diplomskem delu nas je predvsem zanimalo, kako dobro potrošniki poznajo dejstva o naravni kozmetiki, ali se naravne kozmetike poslužujejo in kaj vpliva na njihovo nakupno odločitev. Prav tako pa nas je zanimalo, ali je ponudba naravne kozmetike na slovenskem trgu zadostna. V teoretičnem delu smo opredelili pojme oglaševanje, potrošnik in naravna kozmetika, ti pa so bili nek temelj za raziskavo, ki smo jo izvedli v empiričnem delu. Ugotovili smo, da potrošniki poznajo naravno kozmetiko in da je količina naravne kozmetike na slovenskem trgu zadostna. Prav tako smo ugotovili, da ženske pri nakupu bolj upoštevajo nasvet prodajalke in da na nakupno odločitev predvsem vplivajo sestavine samega izdelka bolj kot samo oglaševanje. Težava se pojavi pri ceni in nezaupanju v same sestavine izdelka, zato bi morali proizvajalci nekako pridobiti zaupanje kupcev in poenotiti cene izdelkov.We presented the factors that have influence consumers when buying the natural cosmetics products. All the products, that carry the sign \u27\u27natural\u27\u27 are these days known as better, because they are more user- and environment friendly. Through the years the awareness about healthy lifestyle and about environment and user friendly products grew. The same applies to the natural cosmetics, because it assures better effect than conventional cosmetics, as the first one is made from natural ingredients and the most of it also contain biologically cultivated products – without pesticides and other chemicals. In this bachelor thesis we were specifically interested how well the consumers actually know the facts about natural cosmetics, do they use natural cosmetics and what influences them when buying cosmetics. We were also interested if the offer of natural cosmetics on Slovenian market is sufficient. In theoretical part we defined the concepts of advertising, consumer and natural cosmeticsthese were some kind of ground for research which we made in empirical part. We found out that consumers know the natural cosmetics well and that the offer of it on Slovenian market is sufficient. We also found out that woman, when buying cosmetics follow the advices of saleswomen and that the ingredients of products influence their decision more than advertising of it. Problem occurs at price and distrust in the ingredients of product – that is the reason manufactures should gain trust of consumers and unify the prices of products