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master's thesis
Ponašanje potrošača na tržištu bezreceptnih lijekova
2018. urn:nbn:hr:145:533901
Ćurić, Mirna
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Ćurić, M. (2018). Ponašanje potrošača na tržištu bezreceptnih lijekova (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:533901

Ćurić, Mirna. "Ponašanje potrošača na tržištu bezreceptnih lijekova." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:533901

Ćurić, Mirna. "Ponašanje potrošača na tržištu bezreceptnih lijekova." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:533901

Ćurić, M. (2018). 'Ponašanje potrošača na tržištu bezreceptnih lijekova', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 10 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:533901

Ćurić M. Ponašanje potrošača na tržištu bezreceptnih lijekova [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2025 April 10] Available at: https://urn.nsk.hr/urn:nbn:hr:145:533901

M. Ćurić, "Ponašanje potrošača na tržištu bezreceptnih lijekova", Master's 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:145:533901

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Metadata
TitlePonašanje potrošača na tržištu bezreceptnih lijekova
Title (english)Consumer behaviour on otc market
AuthorMirna Ćurić
MentorDrago Ružić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U današnjem poslovnom okruženju, osnovni cilj farmaceutskih kompanija, pored proizvodnje kvalitetnog proizvoda/usluge jest zadovoljenje potreba potrošača koje su u današnje vrijeme sve veće i kompleksnije. Proučavanje ponašanja potrošača kao zasebne marketinške discipline započelo je kada su ponuđači shvatili da se potrošači ne ponašaju i ne reagiraju uvijek u skladu s pretpostavkom marketinške teorije. Proučavanje ponašanja potrošača usredotočuje se na načine kako pojedinci odlučuju... More uložiti svoje dostupne resurse (vrijeme, novac, trud) u stavke vezane za potrošnju. Farmaceutske kompanije moraju konstantno istraživati ponašanje svojih potrošača kako bi mogli zadovoljiti njihove potrebe te osigurati povećanje prodaje proizvoda i ostvarenje profita. Samo zadovoljni potrošači mogu postati lojalni kupci određene farmaceutske kompanije. U konkurentskom ekonomskom sustavu rast tvrtki zahtijeva precizno znanje o njihovim potrošačima: kako, zašto i gdje kupuju te točno što kupuju. Zadaća marketinga ne sastoji se u pronalaženju kupaca ili poticanju ljudi da kupe što god tvrtka proizvede. Danas uspješnost menadžmenta više nego ikad ovisi o usklađivanju svih aspekata posla – proizvoda, promidžbe, poslijeprodajnih usluga i tako dalje – sve do zadovoljenja potreba potrošača, a upravo to je i bit usmjerenosti prema potrošaču. U ovom radu naglasak će biti stavljen upravo na faktore koji utječu na ponašanje potrošača na tržištu bezreceptnih lijekova. Cilj ovog rada je istražiti kako određeni unutarnji i vanjski faktori utječu na ponašanje potrošača na tržištu bezreceptnih lijekova te na koji način se provodi marketing na ovom specifičnom tržištu. Less
Abstract (english)
In current business environment, main goal of pharmaceutical companies, apart from making quality product/service is fulfillment of costumers needs which are more demanding and complex nowadays. Analyse of consumers behaviour as a specific part of marketing started when The manufacturers realised that consumers don’t always act and react with the perception of marketing theory. Analysing consumers behaviour is focusing on how one person decides to invest their available resources... More (time, money, effort) in factors connected to consuming. Pharmaceutical companies must continually analyse behaviour of their consumers in addition to satisfy their needs and to ensure increase of product sales and making profit. Only content consumer can become a loyal buyer of specific pharmaceutical company. In competitive economical system, company’s growth demands precise knowledge of their consumers: how, why and where do they shop and what exactly do they buy. Main purpose of marketing is not about finding costumers or encouraging people to buy whatever that particular company produces. Today management success depends more than ever on combining well all the aspects - product, advertisement, postselling services and furthermore – until fulfillment of customer’s demands, which is exactly the main purpose of devotion to customer. In this thesis, the focus will be placed on factors which influence consumers behaviour on market of over-the-counter medicines. Intention of this particular thesis is to research how specific inside and outside factors influence on consumers behaviour on over-the-counter drugs market and how the marketing is created for this specific industry. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:533901
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management
Course: Trade and logistics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-12-07 13:26:12
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