Identyfikacja oddziaływania informacji zawartych na opakowaniach kosmetyków na decyzje nabywcze młodych konsumentek

Abstract

Objective : The article outlines practices connected with shopping for cosmetics and to establish how much knowledge consumers have about the ingredients of the cosmetics they buy and the labels used on them. Research Design & Methods : To diagnose the purchasing behaviour of women on the cosmetics market, a CAWI quantitative study was carried out on a group of 410 respondents between the ages of 18–48. Findings : The analysis show that the knowledge of consumers about the ingredients in cosmetic products and the labels used on them has improved over the years, but still remains at an average level. Implications / Recommendations : The data collected and the conclusions drawn from them make it possible to identify the most appropriate marketing tools for the cosmetic market for the consumer group of young women. Contribution : The article diagnoses the consumer attitudes of women shopping on the contemporary cosmetics market, which is rich in new products and innovations. The article also indicates recommendations for how cosmetic product manufacturers could approach the market.