| Abstract [eng] |
The aim of this master work is to analyze the peculiarities of women buying behavior in cosmetics market. This paper consists of three main parts: 1. theoretical aspects of consumer buying behavior; 2. the review of cosmetics market in Lithuania and G.Britain; 3. The research of women buying decisions process in cosmetics market in Lithuania. In the first chapter consumer behavior is analyzed from theoretical side. There were analyzed, compared and summarized definitions of consumer behavior on the ground of different authors, passed in review and described key aspects of consumer behavior. According to the analysis of definitions, the definition of women consumer behavior was determined. Furthermore there was ascertained, what purchasing decisions are and how it can be classified and described. Because different authors reflect the model of buying behavior in different ways, all models were analyzed, compared and summarized in one model referring to which all factors of buying decisions were described. In the second chapter specific model of women buying behavior was designed. Because the new model was meant to serve in researching women’s behavior in cosmetics market in Lithuania and G.Britain, there was made the analysis of these markets. In this chapter the methodology of the research was discussed as well. Practical part of the work is represented in the third chapter of the paper. There are described the peculiarities of women buying decision’s process in Lithuanian and Britains cosmetics market. This part of work is based on personal questionnaires filled by women in two countries. This paper consists of introduction, 3 chapters, conclusions, the list of used literature and supplements. |
