ПОТРЕБИТЕЛСКО ПОВЕДЕНИЕ ПРИ УПОТРЕБАТА НА ДЕРМАТО-КОЗМЕТИЧНИ УСЛУГИ – ДЕМОГРАФСКО-СОЦИАЛНИ АСПЕКТИ
CONSUMER BEHAVIOUR IN THE USE OF DERMATOCOSMETIC SERVICES – DEMOGRAPHIC AND SOCIAL ASPECTS

Summary/Abstract: In contemporary society, skin care plays an increasingly significant role in various aspects of everyday life. Demographic and social factors have a substantial influence on the use of dermatocosmetic services, which result from a complex interaction between individual and social determinants. The present study examines consumer behaviour in the use of dermatocosmetic services. The aim of this study is to analyse consumer behaviour in the use of dermatocosmetic services through an assessment of the influence of demographic and social factors. The research methodology was based on an anonymous questionnaire survey conducted among 200 users of dermatocosmetic services in ten cosmetic studios in the city of Varna, Bulgaria. The collected data were summarised according to indicators related to the demographic and social profile (gender, age, education, financial status, and place of residence). The data were processed using descriptive statistical analysis. The results of the sample show a clear predominance of female respondents, as well as a dominance of individuals of working age between 36 and 55 years. Among the surveyed respondents, a high proportion of individuals with higher education was observed. The results indicate an interrelationship between education, financial status, and the consumption of dermatocosmetic services. Higher education is associated with better awareness and more active consumption, while income emerges as a key factor influencing access and frequency of use.

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