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Motivacijski dejavniki za nakup luksuznih kozmetičnih izdelkov na primeru slovenskih potrošnikov : diplomsko delo
Rus, Patricija
Industrija luksuzne kozmetike je ena izmed najbolj priznanih segmentov luksuzne industrije na splošno; namreč v kategorijo najbolj iskanih luksuznih izdelkov spada tudi kozmetika. A ker so luksuzni ...kozmetični izdelki precej dražji in tudi težje dostopni od neluksuznih, sem se v svojem diplomskem delu odločila raziskati motive in razloge za tovrstne nakupe. Zanimalo me je, ali na nakup v večji meri vpliva luksuzna znamka kot takšna, ali je glavni motiv dejanska oziroma zaznana kakovost, ali so morda motivi navdušenja drugih glavni razlog za nakup luksuzne kozmetike. S pomočjo anketnega vprašalnika in statistične analize odgovorov sem ugotovila, da so glavni motivi za nakup luksuzne kozmetike pravzaprav samonagrajevanje, razvajanje samih in ter boljše počutje po nakupu zaradi dobre kakovosti. Na koncu sem izpeljala sklep, da potrošniki luksuzno kozmetiko nakupujejo predvsem zaradi nekih psiholoških ugodnosti in kakovosti. Najmanjši vpliv na nakup imajo torej motivi, vezani na puščanje vtisa.
Type of material - undergraduate thesis
; adult, serious
Publication and manufacture - Ljubljana : [P. Rus], 2021
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