Zugl.: Jena, Univ., Diss., 2008

Tyrimo objektas – natūralios kosmetikos vartotojų informaciniai poreikiai. Tyrimo tikslas – ištyrus natūralių kosmetikos produktų vartotojų informacinius poreikius, parengti rinkodaros komunikacijos kanalo ,,gamintojas – vartotojas“ modelį. Uždaviniai: 1) Atskleisti rinkodaros komunikacijos poveikį vartojimui teoriniu aspektu. 2) Išanalizuoti natūralių kosmetikos produktų rūšis, kokybinius reikalavimus ir sertifikavimo sistemas Europos Sąjungoje bei Lietuvoje. 3) Nustatyti natūralių kosmetikos produktų vartotojų informacinius poreikius. 4) Parengti rinkodaros natūralių kosmetikos produktų informacijos srauto „gamintojas – vartotojas“ modelį. Tyrimo metodai - mokslinės literatūros analizė ir sintezė, dvi anketinės apklausos (dviem segmentais: profesionalūs kosmetikos naudotojai (tarpininkai) ir jų klientai), grafinis vaizdavimas ir modeliavimas, duomenų grupavimas, analizė bei rezultatų apibendrinimas. Tyrimo rezultatai. Pirmoje darbo dalyje išnagrinėtas rinkodaros komunikacijos poveikis vartotojui teoriniu aspektu. Pateiktas susistemintas rinkodaros komunikacijos teorinis modelis. Antroje darbo dalyje išanalizuotos natūralių kosmetikos produktų rūšys, pateikti kokybiniai reikalavimai, sertifikavimo sistemos Europos Sąjungoje bei Lietuvoje. Taip pat išanalizuotas natūralios produktų grupės LAKSHMI ypatumai sertifikavimas. Trečioje darbo dalyje pateikta tyrimo eigos schema. Išanalizuotas informacijos judėjimas nuo gamintojo iki vartotojo. Pateikti anketinių apklausų duomenys... [toliau žr. visą tekstą] / Research object - consumer information needs for natural cosmetics. Research target – to design communication marketing “manufacturer - user” model considering results of exploring customer information needs about natural cosmetic products. Objectives: • To reveal the marketing communication influence for using by theoretical aspect. • To analize the natural cosmetic sorts, quality requirements and the certification systems in the Europe Union and Lithuania. • Set of natural beauty products for consumer information needs. • To develop natural cosmetic products marketing information flow "manufacturer - user" model. Research methods: Scientific literature analysis and synthesis of the two questionnaire surveys (two segments: professional cosmetic users (agents) and their clients), and graphical modeling, data aggregation, analysis and conclusions. Research results: In the first part of research analysed marketing communication effect for consumers from theory aspect and provided systematic theoretical model of marketing communication. In the second part of research analysed natural cosmetic product types and presented the qualitative requirements for the certification system in the European Union and Lithuania. Also analyzed the natural product group features of Lakshmi. In the third part of the study composed schema of research process, . analyzed information flow from manufacturer to user. Also submited a questionnairebased by surveys and developed marketing... [to full text]

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