EMPIRICAL STUDY ON THE CONSUMER PREFERENCES AND BUYING BEHAVIOR IN THE COSMETICS INDUSTRY MARKET
EMPIRICAL STUDY ON THE CONSUMER PREFERENCES AND BUYING BEHAVIOR IN THE COSMETICS INDUSTRY MARKET
Oana Maria SECARĂ1, Dinu Vlad SASU1, Teodora Mihaela TARCZA1
1PhD Lecturer, University of Oradea, Faculty of Economic Science, Department of Management Marketing,
dsasu@uoradea.ro, teodoratarcza@gmail.com, osecara@gmail.com
Abstract: This paper was carried out with the aim of determining the preferences of consumers in the municipality of Oradea, with regard to cosmetic products, marketed by both multinational companies and local ones in Romania. Also, as a result of the study carried out on a simple, non-stratified representative sample, data were obtained regarding the purchase locations, the factors that influence their purchase decisions, the frequency of purchase and use of cosmetic products, as well as the brands and types of products preferred by to them. In order to carry out this study, a questionnaire with closed dichotomous, multichotomous and mixed questions was created, which was applied to a representative sample of 250 subjects, residents of the municipality of Oradea.
Keywords: Cosmetics Market, Preferences of Consumer, Buying Behavior, Purchase Decision, Perceptions, Questionnaire, Sample
JEL Classification: C83, F20, D47, L66, M31, M37, M51
