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master's thesis
UTJECAJ BRANDA NA IMPULZIVNU KUPNJU BRANDIRANIH I NE BRANDIRANIH PROIZVODA
Diplomski rad
2021. urn:nbn:hr:145:559315
Grubišić, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Grubišić, I. (2021). UTJECAJ BRANDA NA IMPULZIVNU KUPNJU BRANDIRANIH I NE BRANDIRANIH 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:145:559315

Grubišić, Ivan. "UTJECAJ BRANDA NA IMPULZIVNU KUPNJU BRANDIRANIH I NE BRANDIRANIH PROIZVODA : 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:145:559315

Grubišić, Ivan. "UTJECAJ BRANDA NA IMPULZIVNU KUPNJU BRANDIRANIH I NE BRANDIRANIH PROIZVODA : 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:145:559315

Grubišić, I. (2021). 'UTJECAJ BRANDA NA IMPULZIVNU KUPNJU BRANDIRANIH I NE BRANDIRANIH PROIZVODA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:559315

Grubišić I. UTJECAJ BRANDA NA IMPULZIVNU KUPNJU BRANDIRANIH I NE BRANDIRANIH PROIZVODA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:145:559315

I. Grubišić, "UTJECAJ BRANDA NA IMPULZIVNU KUPNJU BRANDIRANIH I NE BRANDIRANIH PROIZVODA : 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:145:559315

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TitleUTJECAJ BRANDA NA IMPULZIVNU KUPNJU BRANDIRANIH I NE BRANDIRANIH PROIZVODA : Diplomski rad
AuthorIvan Grubišić
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2021-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ponašanje kupaca iznimno je kompleksno interdisciplinarno područje istraživanja koje u današnjici plijeni sve veći interes mnogih istraživača, ali i šire javnosti. Iako mnogi smatraju da je ono povezano isključivo s marketingom i ekonomijom generalno, smatra se da posebno mjesto unutar ovoga područja zauzimaju psihologija, sociologija i neke druge znanosti. To se posebno potvrđuje s aspekta pojedinih vrsta ili oblika potrošačkog ponašanja i kupovine kao temeljnog procesa, a među njima je i impulzivna kupovina. Cilj ovog diplomskog rada je istražiti karakteristike ponašanja potrošača kao temelja svih planiranih i provedenih marketinških aktivnosti tvrtke odnosno, prikazati sponu između brenda i impulzivne kupnje potrošača. Ponašanje potrošača određuju brojni čimbenici, pa je stoga okarakterizirano kao vrlo složeno i teško predvidljivo. Poseban je izazov za marketinšku znanost i praksu istraživanje impulsa potrošačkog ponašanja u kupovini - ponašanja koje se događa kada potrošači dožive iznenadnu, snažnu i upornu potrebu da nešto odmah kupe (impulzivna kupnja). Ovaj se rad bavi nekim čimbenicima koji uzrokuju potrošačevo impulzivno ili impulsno ponašanje, a također ukazuje na neke moguće smjerove razmišljanja i buduća istraživanja.
Abstract (english)
Customer behavior is an extremely complex interdisciplinary field of research that is currently attracting the growing interest of many researchers, but also the general public. Although many believe that it is related exclusively to marketing and economics in general, it is believed that a special place within this area is occupied by psychology, sociology and some other sciences. This is especially confirmed from the aspect of certain types or forms of consumer behavior and shopping as a fundamental process, and among them is impulsive shopping. The aim of this thesis is to investigate the characteristics of consumer behavior as the basis of all planned and implemented marketing activities of the company, that is, to show the link between the brand and impulsive consumer purchases. Consumer behavior is determined by a number of factors and is therefore characterized as very complex and difficult to predict. A particular challenge for marketing science and practice is research into the impulses of consumer behavior in shopping - behavior that occurs when consumers experience a sudden, strong, and persistent need to buy something right away (impulsive buying). This paper addresses some of the factors that cause a consumer’s impulsive or impulsive behavior, and also points to some possible lines of thinking and future research.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:559315
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-05-05 08:59:57