RELATIONSHIP OF QUALITY, PRICE AND TOILET SOAP CONSUMPTION

The goal of the research was to identify the characteristics of soap according to the criterion of their importance for the consumer, that is, the customer, and to examine the interdependence of quality, price and consumer habits, that is, consumption. The first part of this research included the procurement and laboratory analysis of the quality of commercial soaps for washing hands on the domestic market. The second part of the research was a survey of the population to collect data based on which consumer habits and implicit values that consumers attach to toilet soaps were assessed. Also, the survey included key indicators of the consumer's living standard as an influencing factor in the consumer's decision when choosing any type of product and/or service. The research results show that consumers use liquid soap more often, and they make purchases mainly in consumer goods stores. Factors that show the greatest influence on the customer's decision when choosing soap are the ratio of quantity and price, price and the smell of the product. For the majority of consumers, the fact that the soap is made on a natural basis is of great importance, and about 70% of respondents are ready to spend more money on soap to contribute to the preservation of the environment. The obtained results can serve as a basis for developing a strategy for increasing the participation of this type of product in the market and consequently improving the quality of the manufacturer's business.