20.500.12556/DKUM-85599 Primerjava embalaže vlažilnih krem za obraz glede na spol ciljnih odjemalcev in analiza preferenc odjemalcev do embalaže vlažilnih krem za obraz Comparison of facial moisturiser packaging according to the gender of targeted consumers and analysis of consumer's preferences towards facial moisturiser packaging V teoretičnem delu diplomskega dela smo predstavili kozmetično panogo, vpliv družbenih omrežij na nego kože posameznika ter najbolj vplivna kozmetična podjetja in znamke tako v svetu kot Sloveniji. Osredotočili smo se na embalažo kozmetičnih izdelkov in njene lastnosti, kot so oblika, material, slog pisave, barva ter funkcionalnost. V središču dela je embalaža vlažilnih krem za obraz in kako jo podjetja diferencirajo glede na spol ciljnih odjemalcev. Raziskavo smo naredili z namenom, da ugotovimo razlike v embalaži vlažilnih krem za obraz glede na spol ciljnih odjemalcev in s pomočjo ankete preverimo, kakšna embalaža odjemalce dejansko pritegne med nakupovanjem. Primerjava izdelkov je pokazala, da se za embalažo, ki je namenjena moškim, uporabljajo predvsem močne in hladne barve, nekoliko bolj barvita in manj dekorativna pisava ter širša oblika embalaže. Uporabljen material je v večini primerov plastika. Embalaža, namenjena ženskam, je po obliki nekoliko ožja, za pisavo pa so uporabljeni bolj dekorativni slogi. Barve so toplejše in oblika nekoliko ožja, večkrat pa sta kot material uporabljena tudi steklo ali akrilna plastika. Glede funkcionalnosti so embalaže na približno enaki ravni. Rezultati v raziskavi se skladajo z razlikami, ki smo jih opisali v primerjavi embalaž, predvsem glede barve in materiala. In the theoretical part of the thesis we presented the cosmetic industry, the impact of social networks on the skin care of an individual and the most influential cosmetic companies and brands in the world and in Slovenia. We focused on the packaging of cosmetic products and its features, such as shape, material, font style, colour and functionality. At the heart of the thesis is the packaging of facial moisturising creams and how companies differentiate it according to the gender of the target customers. The research was done with the purpose of determining the differences in the packaging of facial moisturising creams according to the gender of the target customers, and used a survey to check what packaging actually attracts customers during shopping. Comparison of products showed that for packaging intended for men, strong and cold colours are used mainly, the font is slightly more colourful and less decorative, and the shape of the packaging itself is slightly wider. In most cases, the material used is plastic. The packaging intended for women is slightly narrower in shape, and more decorative styles are used for the font. The colours are warmer and the shape is a bit narrower, and glass or acrylic plastic is often used as a material. In terms of functionality, the packaging is at about the same level. The results of the study are consistent with the differences we described in comparison of packaging, especially in terms of colour and material. embalaža kozmetika nakupno vedenje obraz spol vlažilna krema packaging cosmetics purchasing behaviour face gender moisturising cream true true false L. Broder Vogrinčič Slovenski jezik Angleški jezik Diplomsko delo/naloga 2023-09-04 12:32:26 2023-10-27 11:05:04 2023-10-28 03:17:20 0000-00-00 00:00:00 2023 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.89 170199043 VS_Broder_Vogrincic_Laura_2023.pdf VS_Broder_Vogrincic_Laura_2023.pdf 1 E371C08F2B35E8674916B6339AA6F63C b14cec69b7c7b4f5555e72e4028e5c88a44d9dcaaf3e15d4553deaeace785c31 2cd5d2ef-57c8-11ee-aee3-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=172661 Ekonomsko-poslovna fakulteta 0 0 0