In our present study we wish to point out the peculiariti es of women’s cosmeti cs buying habits. In our interview examinati on we have tried to get a closer picture of the characteristi cs of women’s buying habits and their atti tudes to cosmeti cs. The topicality of our research has been supported by several phenomena. On the one hand, th...e most frequent associati on with women is ‘beauty’; a woman always has to be well-groomed, prett y, and beauti ful according to the expectati ons of society. On the other hand, the appreciati on of the role of the body appears as a general trend in society, which means that each product or service, which serves bodily culture and care, play a more and more important role. Many other authors (Davis-Rigaux 1974, Popcorn- Marigold 2001, Pólya 2012) have already discussed women’s cosmeti cs buying habits, fi rst of all their decision making role within the family, but because of the topicality of the theme we have considered it important to conduct further, empirical examinati on.
The family is the smallest unit of society. According to the classical, ideal interpretati on of family it consists of a father, a mother and at least of one child. According to the traditi onal model the father id the breadwinner, he supports the family; whereas the mother runs the household, she brings up the children; the children’s task i...s studying, perhaps helping the mother with running the household. On hearing the word ‘family’ ‘unity’ and ‘harmony’ come to mind, whereas each family member has diff erent personaliti es with more or less sameness. They try to solve the problems arising in the family together, but every family member can have their own problems. Family members infl uence one another’s decisions, which can involve economic decisions, too. The number of children exercises the greatest infl uence on economic decisions. In our fast, modern, consumer society children wield the most signifi cant purchasing power. Their needs usually defi ne the family’s purchasing habits. Today children demonstrate their own needs in the market.
Nowadays hyper- and supermarkets, which have been opening by the dozen, have been off ering various price ranges and fl avour categories of chocolate for customers. Apart from premium quality chocolate, they also off er their own brands. According to Hungarian manufacturers and retailers in the last couple of years a positi ve shift can be obse...rved towards quality chocolates, fi rst of all chocolate fi gure products made from milk chocolate and exclusive desserts that are
bought in large quanti ti es despite their high prices. What factors (price, fl avour, and brand) and to what extent infl uence our choice of products? The aim of my paper has been to reveal and analyse the chocolate buying habits of young people in their twenti es.
Nowadays consumers can encounter a new adverti sing practi ce. The programmes of Hungarian television channels contain an increasing number of product placements perceived by consumers. Product placement is markedly different from the classical component of marketing-mix, so the opinions on product placement vary from country to country. In our... present research we have observes the effects that encourage advertisers to use product placement in their advertising activity. Our goal is to provide a short overview of the influence of product placement on the buying habits of customers.
Hungarian customers have become more price sensiti ve and more conscious and their shopping occasions have become bett er planned as a result of the world economic depression. The freshness of the product, the price level, and the choice of goods have remained important aspects when choosing the place of shopping, but the signifi cance of speci...al off ers and price reducti ons has increased for customers. Our research fi ndings show that one goes shopping less
frequently than a couple of years earlier. The decrease of the frequency of shopping also means that the scope of shops visited has become wider; the customer is willing to go farther for a bargain; the convenience of shopping plays a secondary role. Because of go-around shopping customer royalty has fallen and customer spending has spread thin over shops.