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master's thesis
Utjecaj promocije na kupnju proizvoda
Diplomski rad
2020. urn:nbn:hr:145:072569
Grbačić, Ivona
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Grbačić, I. (2020). Utjecaj promocije na kupnju proizvoda : Diplomski rad (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:145:072569

Grbačić, Ivona. "Utjecaj promocije na kupnju proizvoda : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:072569

Grbačić, Ivona. "Utjecaj promocije na kupnju proizvoda : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:072569

Grbačić, I. (2020). 'Utjecaj promocije na kupnju proizvoda : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 11 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:072569

Grbačić I. Utjecaj promocije na kupnju proizvoda : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 November 11] Available at: https://urn.nsk.hr/urn:nbn:hr:145:072569

I. Grbačić, "Utjecaj promocije na kupnju proizvoda : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:072569

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Metadata
TitleUtjecaj promocije na kupnju proizvoda : Diplomski rad
Title (english)The impact of promotion on product purchase : Graduate paper
AuthorIvona Grbačić
MentorZdravko Tolušić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2020-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog diplomskog rada je Utjecaj promocije na kupnju proizvoda. U radu je objašnjeno što utječe na potrošača prilikom kupnje proizvoda ili usluga, te koja je uloga promocijskih aktivnosti. S obzirom da su danas sve veće i zahtjevnije potrebe potrošača, proizvođači im se žele na maksimalno prilagoditi i zadržati ih na tržištu. U tome veliku ulogu ima promocija i promocijske aktivnosti. Rad je podijeljen na četiri poglavlja. Započinje s marketing mixom kojeg čine 4P, a to su proizvod, cijena, promocija i distribucija koji čine najbolji splet instrumenata marketinga. U drugom dijelu rada objašnjen je promocijski miks. Uz pomoć njega proizvođači direktno komuniciraju s potrošačima. . Promocijski miks čine: oglašavanje, odnosi s javnošću, publicitet, unapređenje prodaje te osobna prodaja. Treći dio rada opisuje utjecaj promocije na odluke o kupnji. Također je opisan utjecaj medija kojima smo danas svi izloženi, a posebno djeca. U svrhu istraživanja ovog diplomskog rada provedena je anketa pod nazivom „Utjecaj promocije na kupnju proizvoda“. Provedeno je online ispitivanje na uzorku od 240 ispitanika kojemu je cilj bio ispitati mišljenja, utjecaj i stavove potrošača o tome kako promocijske aktivnosti utječu na njihove odluke o kupnji. To je ujedno i posljednje poglavlje ovog diplomskog rada nakon kojeg slijedi zaključak.
Abstract (english)
The topic of this thesis is The impact of promotion on product purchase. The paper explains what influences the consumer when buying products or services, and what is the role of promotional activities. Given that today the needs of consumers are bigger and demanding, manufacturers want to adapt to them to the maximum and keep them on the market. Promotion and promotional activities play a big role in that. The paper is divided into four chapters. It starts with a marketing mix made up of 4P, and these are the product, price, promotion and distribution that make up the best mix of marketing tools. The second part of the paper explains the promotional mix. With its help, manufacturers communicate directly with consumers. . The promotional mix consists of: advertising, public relations, publicity, sales promotion and personal sales. The third part of the paper describes the impact of promotion on purchasing decisions. The impact of the media to which we are all exposed today, especially children, is also described. For the purpose of researching this thesis, a survey entitled "The impact of promotion on product purchase" was conducted. An online survey was conducted on a sample of 240 respondents whose goal was to examine consumers ’opinions, influence and attitudes on how promotional activities influence their purchasing decisions. This is also the last chapter of this thesis, followed by a conclusion.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:072569
Study programmeTitle: Marketing
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 on2021-02-01 09:20:55