Uab „Kristiana“ parfumerijos ir kosmetikos prekių asortimento ir vartotojų poreikių klasifikavimas
Jsc „Kristiana“ perfume and cosmetics product range and costumer classification

Summary/Abstract: Trade enterprise specific activities are buying goods and merchandise, and reselling them to buyers unmodified or otherwise unchanged. Sells goods created by production enterprises to consumers with their own specific services. Retailing is the sale of goods or merchandise, directly to end-users for their own personal and household needs. Types of retailing may include: department stores, boutiques, vending machines. Forms of selling: mailing trade, electronic trade, direct trade. Retailing enterprises are divided by their merchandise assortment to: mixed merchandise, food products, non eatable, and specialty merchandise. One of the most responsible and complicated trade marketing decision is trade object placing. Trade object placing is geographical location, in witch, including all production factors (personnel, merchandise, production means and capital), retailing activities are taking place. This place selection is strategic, long term solution. Factors influencing this decision are: premises owned by enterprise, personal wishes, market research. Establishing a store includes a lot of decisions and factors which can be divided into groups: facade design, show-case mounting and design, retailing premise design and merchandise presentation, optimizing retailing equipment (shelves) placement, organizing repayment points. All these elements need to be coordinated with retailing enterprise concept. Merchandise can be defined as material and non material properties, including packaging, color, price, quality, enterprise sign, also rendered services and retailer reputation. Word “perfume” relatively recent and was started to be used in XVI century. According to a lot of sources the word perfume used today derives from the Latin "per fumus", meaning through smoke. Senses of smell in all times were considered one of the most important senses. In human body smell analyzing center is near the area of the brain that is responsible foe emotions, thus scents can remind of past emotions or ignite imagination. Composing perfumes science that includes chemistry, physics, physiology, psychology, aesthetics. Raw materials for perfumes are fragrant material, ethanol, cater and dye. Cosmetics are a general term to call all substances that are used to change (enhance) human’s body appearance and scent. Cosmetics in usual terms are skin, hair, nail, teeth care products. All cosmetics product consist of plant ingredients rich in healing properties. The first „KristiAna“ shop was opened in year 1994, Vilnius. Which started to retail in the products of the most famous cosmetics manufacturers in world - „Chanel“, „Cristian Dior“, „YSL“, „Givenchy“ and others. Successful trade activities influenced active expansion in the chain stores. Today „KristiAna“ is the biggest enterprise in Baltic countries, ruling over 43 stores in Lithuania and Latvia. In the questioning participated 128 people of various age and gender, filling out questionnaire with fourteen questions. First two questions intended to find out participants age, gender. Question three though six – to find out usual places, how often and what the participants look for when buying cosmetics. Questions from seventh to fourteenth intend to find out participants opinion about „KristiAna“ chain store product quality, assortment, costs, shop workers service and competence. Investigation aim is to research „KristiAna“ chain store end-users satisfaction.

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