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master's thesis
UTJECAJ KULTURE NA PONAŠANJE POTROŠAČA
Diplomski rad
2021. urn:nbn:hr:145:592702
Škara, Vedrana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Škara, V. (2021). UTJECAJ KULTURE NA PONAŠANJE POTROŠAČA : 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:145:592702

Škara, Vedrana. "UTJECAJ KULTURE NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:592702

Škara, Vedrana. "UTJECAJ KULTURE NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:592702

Škara, V. (2021). 'UTJECAJ KULTURE NA PONAŠANJE POTROŠAČA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 16 February 2025, https://urn.nsk.hr/urn:nbn:hr:145:592702

Škara V. UTJECAJ KULTURE NA PONAŠANJE POTROŠAČA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2025 February 16] Available at: https://urn.nsk.hr/urn:nbn:hr:145:592702

V. Škara, "UTJECAJ KULTURE NA PONAŠANJE POTROŠAČA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:592702

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Metadata
TitleUTJECAJ KULTURE NA PONAŠANJE POTROŠAČA : Diplomski rad
Title (english)THE IMPACT OF CULTURE ON CONSUMER BEHAVIOR : Graduate paper
AuthorVedrana Škara
MentorDrago Ružić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2021-07-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
Proučavanje ponašanja potrošača vrlo je zahtjevan posao. Potrošači se na tržištu mogu pojaviti kao pojedinci, ali i kao dio određene zajednice. Želje i potrebe potrošača se velikom brzinom mijenjaju te se ponuđači na tržištu konstantno moraju prilagođavati promjenama. Ponuđači, kako bi osvojili novo tržište prvenstveno moraju istražiti kulturu i način života ljudi. Odnosno, spoznati postoji li na tom prostoru dovoljno potrošača koji su voljni kupovati, koristiti proizvod ili uslugu. Izvori u obrascima ponašanja potrošača su upravo u društvu, zajednici, obitelji i slično. Treba imati na umu da određeno ponašanje potrošača se može promijeniti. Primjerice, poznata je činjenica da su za određeni postotak od kupovine muških parfema zaslužne žene, što govori da se tržište muških parfema ne može više fokusirati samo na muškarce. Također, dogodile su se promjene kada su u pitanju žene i njihov način života. Žene su se oduvijek smatrale kao osobama koje brinu o kućanstvu te uglavnom ne rade. Danas je ogroman broj zaposlenih žena koje nemaju vremena brinuti o kućanstvu kao što bi imale da ne rade. Stoga, promijenile su se navike, želje i potrebe žena kao potrošača. Kultura je čimbenik koji utječe na ponašanje potrošača, što ima za posljedicu uspješan tj. neuspješan proizvod ili uslugu na tržištu. Promjene u kulturi rezultiraju promjenama proizvoda i usluga na tržištu.
Abstract (english)
Observing the behaviour of consumer is a very demanding job. Consumers in the market are appearing as an individuals but also as a part of specific community. Wishes and needs of consumers are changing at fast pace so suppliers in the market have to constantly adapt to changes. Suppliers in order to conquer a new market they have to investigate the culture and the lifestyle of consumer. That is, get to know if there is enough consumers in area who are willing to purchase, use the product or a service. Sources in patterns of behaviour of consumers are right in society, community, family etc. Should be kept in mind that specific behaviour of consumer can change. For example, it is a known fact that for a certain percentage of purchase of men’s perfumes is due to women, which states that men perfume market cannot focus on men only anymore. Also, changes have been made when it comes to women and their lifestyle. Women have always been considered to be housewives and unemployed. Today there is a huge number of employed women who don’t have time look after household as they would if they didn’t work. Therefore, habits, wishes and needs of women as consumers have changed. The culture is a factor that influences consumer behaviour, which results in a successful or unsuccessful product or service in the market. Changes in the culture result changes in product and services in the market
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:592702
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-04-06 08:34:12