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master's thesis
UTJECAJ OSOBNIH ČIMBENIKA NA PONAŠANJE POTROŠAČA
Diplomski rad
2023. urn:nbn:hr:145:692086
Drobac, Vanesa
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Drobac, V. (2023). UTJECAJ OSOBNIH ČIMBENIKA 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:145:692086

Drobac, Vanesa. "UTJECAJ OSOBNIH ČIMBENIKA NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:692086

Drobac, Vanesa. "UTJECAJ OSOBNIH ČIMBENIKA NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:692086

Drobac, V. (2023). 'UTJECAJ OSOBNIH ČIMBENIKA NA PONAŠANJE POTROŠAČA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:692086

Drobac V. UTJECAJ OSOBNIH ČIMBENIKA NA PONAŠANJE POTROŠAČA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:145:692086

V. Drobac, "UTJECAJ OSOBNIH ČIMBENIKA NA PONAŠANJE POTROŠAČA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:692086

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Metadata
TitleUTJECAJ OSOBNIH ČIMBENIKA NA PONAŠANJE POTROŠAČA : Diplomski rad
Title (english)THE INFLUENCE OF PERSONAL FACTORS ON CONSUMER BEHAVIOR : Graduate paper
AuthorVanesa Drobac
MentorZdravko Tolušić (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Na ponašanje pri kupnji utječu brojni čimbenici poput osobnih, psiholoških i društvenih. Osobni čimbenici koji utječu na određeno ponašanje klijenata su; motivacija, stavovi, percepcija te razne osobine ličnosti. Kupac na osnovi utjecaja čimbenika te razvoja mogućeg rješenja izabire najoptimalniju odluku za kupnju. Ovisnost ponašanja potrošača kroz brojne segmente je širok pojam, te je to područje koje se konstantno mijenja ovisno o dohotku, životnom stilu, zanimanjima, određenim navikama i tako dalje. Marketinški stručnjaci ulažu velike napore kako bi potrošačima pružili što veći broj proizvoda koji bi udovoljili njihovim željama i potrebama. Marketinška komunikacija mora poduprijeti želje i potrebe kupaca kako bi stvorila određenu aktivnost koja rezultira vrijednošću za potrošača. Kako bi se optimalno zadovoljile želje i potrebe potrebna su brojna istraživanja ponašanja potrošača. Proces donošenja odluke o kupnji je uvelike kompleksan. Kompleksnost odluka potrošača uviđa se u 4 sfere: spoznaja problema, traženje informacija, procjena alternativa i odluka o kupnji. Na kraju rada nalazi se istraživanje koje razrađuje tematiku rada, te analizu potrošačkih navika.
Abstract (english)
Buying behavior is influenced by numerous factors such as personal, psychological and social. Personal factors that influence certain behavior of clients are; motivation, attitudes, perception and various personality traits. The buyer chooses the most optimal purchase decision based on the influence of factors and the development of a possible solution. The dependence of consumer behavior across numerous segments is a broad term, and it is an area that constantly changes depending on income, lifestyle, occupations, certain habits and so on. Marketing experts make great efforts to provide consumers with as many products as possible that would satisfy their wishes and needs. Marketing communication must support customer wants and needs in order to create a specific activity that results in value for the consumer. In order to optimally satisfy wishes and needs, numerous studies of consumer behavior are needed. The process of making a purchase decision is very complex. The complexity of consumer decisions can be seen in 4 spheres: knowledge of the problem, search for information, evaluation of alternatives and purchase decision. At the end of the work, there is a research that elaborates the theme of the work, and the analysis of consumer habits.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:692086
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-18 09:36:37