Pregled bibliografske jedinice broj: 1146448
INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS
INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE COSMETICS TRENDS // 27th Cromar Congress Let the Masks Fall - New Consumers in Business Research / Leko Šimić, Mirna (ur.).
Osijek: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2021. str. 21-43 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1146448 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
INFLUENCE OF THE DIGITAL ENVIRONMENT ON DECORATIVE
COSMETICS TRENDS
Autori
Biloš, Antun ; Budimir, Bruno ; Zrilić, Valentina
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
27th Cromar Congress Let the Masks Fall - New Consumers in Business Research
/ Leko Šimić, Mirna - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku, 2021, 21-43
ISBN
978-953-253-184-8
Skup
27th CROMAR Congress Let the masks fall: New consumer in business and research (CROMAR 2021)
Mjesto i datum
Osijek, Hrvatska, 22.09.2021. - 25.09.2021
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Decorative cosmetics, Digital environment, Generation X, Generation Y, Generation Z, Influencers
Sažetak
Purpose: This paper aims to compare Generation X, Generation Y, and Generation Z, and show their similarities and differences between them as consumers in the decorative cosmetics industry. The digital environment has created a new trend in the industry, and this paper aims to show the differences in acceptance of those trends between the mentioned generations. Methodology: An online survey was carried out on a sample of 445 female respondents from the Republic of Croatia. Primary research was conducted in March 2020 using the Computer Assisted Web Interviewing (CAWI) method. IBM SPSS Statistics 25 software has been used for statistical analysis and related tests, including Chi-square and Kruskal-Wallis test. Results: The respondents in this research are divided into three generations (Gen X, Gen Y, Gen Z), and this paper shows the differences between mentioned generations, what factors and what characteristics decorative cosmetics consumers find important in product selection, and what source of information they find relevant. Conclusion: Differences in consumers' behavior between generations are significant, each generation has its own pattern of behavior that requires a custom marketing approach, and the digital environment presents a specific challenge.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Ekonomski fakultet, Osijek
