EVALUATION OF MARKETING FACTORS IMPACT ON CONSUMER PERCEPTION OF COSMETICS WITH HONEY

Abstract

Tools used in createing brand of a product are designed to increase sales and to establish consumer attachment to that brand. As a result though, those can contribute to increase of the price of the product as well. In the rapidly growing cosmetics market, manufacturers are competing against each other to reach as many potential consumers as possible. Therefore, the purpose of this study was to determine criteria used by consumer in selecting natural cosmetics with of honey. In addition, an attempt was made to determine the need for marketing tools (advertising, promotion, branding) used in sale of natural cosmetics with honey. The research group consisted of 198 randomly selected female women living in the Pomeranian region. Main factors taken into account during purchase of natural cosmetics with honey are primarily their quality characteristics (composition, smell, effect on the skin), then its brand and advertising. Price is often pointed as a factor in choosing cosmetics. In the instance of natural cosmetics with honey, it can be stated that these products don’t require high cost of creating a brand and promoting final product, that is usually aimed at attracting new consumers.