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professional thesis
Važnost marketinškog istraživanja u psihologiji potrošača
2018. urn:nbn:hr:145:426255
Mišić, Krešimir
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Mišić, K. (2018). Važnost marketinškog istraživanja u psihologiji potrošača (Professional thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:426255

Mišić, Krešimir. "Važnost marketinškog istraživanja u psihologiji potrošača." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:426255

Mišić, Krešimir. "Važnost marketinškog istraživanja u psihologiji potrošača." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:426255

Mišić, K. (2018). 'Važnost marketinškog istraživanja u psihologiji potrošača', Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 10 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:426255

Mišić K. Važnost marketinškog istraživanja u psihologiji potrošača [Professional thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2024 November 10] Available at: https://urn.nsk.hr/urn:nbn:hr:145:426255

K. Mišić, "Važnost marketinškog istraživanja u psihologiji potrošača", Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:426255

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Metadata
TitleVažnost marketinškog istraživanja u psihologiji potrošača
Title (english)Importance of the marketing research in consumer psychology
AuthorKrešimir Mišić
MentorDrago Ružić (mentor)
Committee memberJerko Glavaš (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-03-02, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad ima za cilj istaknuti koliki značaj u povećanju efikasnosti i efektivnosti marketinga, te u konačnici i uspješne prodaje, ima korištenje istraživanja ponašanja potrošača. Rad započinje osvrtom na odnos između marketinga i psihologije, no centralni dio rada zauzima kupac/potrošač kao pojedinac, u svakom od procesa koji obuhvaćaju kupovinu. Nadalje, ima za cilj prikazati i pobliže objasniti psihološke i druge čimbenike koji utječu na ponašanje potrošača. Točnije, kako i na koji način će psihološki čimbenici utjecati na potrošače te na koje psihološke faktore treba posebno obratiti pozornost. Također je objašnjen i pojam segmentacije tržišta kao i proces pozicioniranja proizvoda iz psihološke perspektive. Oni su nužni kako bi se što preciznije odredile homogene skupine, odnosno tržišta, koje opet određuju način plasiranja proizvoda ili usluge. Naposljetku, rad iznosi i kratak pregled samog procesa informiranja, tj. istraživanja tržišta kao i razlike između ex ante i ex post pristupa analize tržišta.
Abstract (english)
This paper aims to highlight the importance of usining consumer behavioral research in increasing efficiency and effectiveness of marketing, and ultimately successful sales. The paper begins with a review of the relationship between marketing and psychology, but the central part of the work occupies the customer / consumer as an individual, in each of the processes involved in the purchase. Furthermore, the paper intends to present and explain more closely the psychological and other factors that affect the behavior of the consumer. More specifically, how and in what way will psychological factors affect consumers and which psychological factors need to pay particular attention. The concept of market segmentation as well as product positioning process from a psychological perspective is also explained. They are necessary to identify homogeneous groups or markets more precisely, which again determine the way in which products or services are placed. Finally, the work provides a brief overview of the information process itself, market research, as well as the differences between ex ante and ex post market analysis.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:426255
Study programmeTitle: Postgraduate Specialist Study Marketing Special areas
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica marketinga posebnih područja (sveučilišni/a specijalist/specijalistica marketinga posebnih područja)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-05-10 16:41:41